B2C网购体验对顾客长期粘性的影响研究

发布时间：2018-06-02 04:39

本文选题：B2C + 网购体验　；参考：《南京师范大学》2015年硕士论文

【摘要】：近几年,电子商务得到了迅猛发展,尤其是随着移动互联网的逐渐普及,网购活动已经成为人们日常生活不可缺少的部分。体验经济的来临,使得人们的关注焦点已经从单纯的产品价格扩展到购物体验上。因而,各大电商企业需要为顾客创造良好的体验,使其获得最大的价值。随着电商竞争的日益激烈,相对于吸引顾客,保留已有顾客、与其建立长期关系,成为各大电商客户关系管理的重要目标。粘性作为保留消费者战略的核心要素,对顾客忠诚的形成有着至关重要的作用。对于各大电商而言,面对竞争对手的比拼,之前的网购体验能否成为顾客形成长期粘性的关键所在,网站该如何通过营造良好的网购体验使顾客愿意与该网站维持长期关系,就成为了理论和实践探讨的焦点,这也是本文所要解决的问题。为此,本文结合B2C网购的背景及其购物体验的特点,构建起相应的研究模型,探讨网购体验对重购顾客长期粘性的影响。本研究以网购体验为自变量,顾客长期粘性为因变量,替代者吸引力为调节变量,并在文献综述的基础上形成了本文的研究假设和研究模型。通过问卷调查和相关的实证研究方法,得出了如下的结论：网购体验四个方面对顾客长期粘性有着不同程度的影响作用,其中网站体验的影响最小,情感体验的影响最大；替代者吸引力对顾客长期粘性有着显著的负向影响；替代者吸引力只对网购体验中的网站体验到顾客长期粘性的影响起着负向调节作用。最后本文对所得出的研究结论进行了讨论,并给予B2C电商企业相关的管理建议：B2C电商企业应该重点营造自身的网购体验,不仅要向顾客提供物美价廉的产品,还应该让顾客在情感上获得轻松、愉快的感受,以使其增强对自身企业的长期粘性。此外,本文还指出了该研究的不足和未来的研究方向。
[Abstract]:In recent years, electronic commerce has been developing rapidly, especially with the popularity of mobile Internet, online shopping activities have become an indispensable part of people's daily life. With the advent of experience economy, the focus of attention has been expanded from simple product price to shopping experience. Therefore, the major e-commerce enterprises need to create a good experience for customers to obtain maximum value. With the increasingly fierce competition of e-commerce, relative to attract customers, retain existing customers, and establish long-term relationship with them, become an important goal of customer relationship management. Stickiness, as the core element of consumer strategy, plays an important role in the formation of customer loyalty. For the major e-commerce companies, in the face of competition from their competitors, whether the previous online shopping experience can become the key to forming long-term stickiness for customers, how should the website make customers willing to maintain long-term relationships with the website by creating a good online shopping experience? It has become the focus of theoretical and practical discussion, which is also the problem to be solved in this paper. Therefore, combining the background of B2C online shopping and the characteristics of its shopping experience, this paper constructs a corresponding research model and discusses the effect of online shopping experience on the long-term stickiness of rescheduling customers. This study takes online shopping experience as independent variable, customer long-term viscosity as dependent variable, substitute attraction as adjustment variable, and forms the research hypothesis and research model based on literature review. Through the questionnaire survey and empirical research methods, the following conclusions are drawn: the four aspects of online shopping experience have different effects on customer long-term stickiness, among which the influence of website experience is the least, and the influence of emotional experience is the biggest; Substitute attractiveness has a significant negative effect on customer long-term stickiness, and substitute attractiveness only plays a negative role in regulating the effect of long-term customer stickiness on the website experience of online shopping experience. Finally, this paper discusses the research conclusions, and gives B2C e-commerce enterprises related management advice: B2C e-commerce enterprises should focus on building their own online shopping experience, not only to provide customers with quality and cheap products. Customers should also be emotionally relaxed and happy to enhance their long-term stickiness to their businesses. In addition, this paper also points out the shortcomings of this study and the future research direction.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

【参考文献】