购物网站顾客体验对品牌忠诚影响的实证研究

发布时间：2018-11-15 20:42

【摘要】：近年来,我国电子商务获得了很大发展,网络体验营销的重要性日益凸显,网站经营者逐步意识到品牌的重要性。国内对网站品牌忠诚的研究方兴未艾,对顾客的网络消费体验的研究则刚刚兴起,对互联网环境下顾客体验及其与网站品牌忠诚的关系没有进行深入探讨。因此,探讨购物网站顾客体验对网站品牌忠诚的影响机理具有重要的理论和实践意义。本研究首先对国内外相关研究文献进行了梳理,并对电子商务领域专家和有网上购物经历的消费者进行深度访谈,在此基础上构建了顾客体验对网站品牌忠诚的影响模型。通过分析相关文献,结合我国网络购物发展的现状,形成了各变量的测量量表。信度和效度检验表明,各测量量表均适用于我国消费者。最后,通过在长沙市区随机拦截和网络调查平台访问的形式发放问卷264份,获得有效样本203份,并将该数据用于背景变量的分析和模型的假设检验。实证结果发现:购物网站顾客体验对品牌情感和品牌信任有显著的正向影响,并通过品牌信任间接影响网站品牌忠诚;品牌情感显著影响品牌信任;便利导向调节顾客体验和品牌情感的关系,但不能调节顾客体验和品牌信任的关系;经济导向和网络经验不能调节顾客体验和品牌信任、品牌情感的关系。在此基础上,提出了相应的管理建议。本研究的创新之处主要体现在:(1)理论模型的创新。2001年Chaudhuri和Holbrook研究证明:品牌情感和品牌信任对品牌忠诚决定作用。本研究在此模型的基础上加入了顾客体验这一前因变量,首次以顾客体验为切入点展开对网站品牌忠诚的研究,并探索了顾客体验与品牌情感、品牌信任与品牌忠诚的关系。(2)补充和发展了战略体验模块理论。本研究将该理论应用于购物网站顾客体验研究,将体验量表引入到网络购物的研究中,对互联网环境下顾客体验理论创新、顾客体验影响网站品牌忠诚及网站品牌权益的研究进行了有益补充。
[Abstract]:In recent years, e-commerce in China has been greatly developed, the importance of network experience marketing is increasingly prominent, website operators gradually realize the importance of the brand. The domestic research on website brand loyalty is in the ascendant, and the research on customer's network consumption experience has just arisen, and the relationship between customer experience and website brand loyalty under the Internet environment has not been deeply discussed. Therefore, it has important theoretical and practical significance to explore the influence mechanism of shopping website customer experience on website brand loyalty. This study firstly combs the relevant research literature at home and abroad, and conducts in-depth interviews with e-commerce experts and consumers with online shopping experience. Based on this, a model of the influence of customer experience on website brand loyalty is constructed. Through the analysis of relevant literature, combined with the current situation of the development of online shopping in China, the measurement scale of various variables was formed. The reliability and validity tests show that all measurement scales are applicable to Chinese consumers. Finally, 264 questionnaires were sent out in the form of random interception and network survey platform in Changsha, and 203 valid samples were obtained. The data were used to analyze the background variables and test the hypothesis of the model. The empirical results show that: shopping website customer experience has a significant positive impact on brand sentiment and brand trust, and indirectly affects brand loyalty through brand trust, brand emotion significantly affects brand trust; Convenience orientation regulates the relationship between customer experience and brand emotion, but cannot adjust the relationship between customer experience and brand trust, while economic orientation and network experience can not adjust the relationship between customer experience and brand trust and brand emotion. On this basis, the corresponding management suggestions are put forward. The main innovations of this study are as follows: (1) the innovation of theoretical model. The research of Chaudhuri and Holbrook in 2001 proved that brand emotion and brand trust play a decisive role in brand loyalty. On the basis of this model, this study adds customer experience as a pre-dependent variable, and starts with customer experience as the starting point to study brand loyalty of website, and explores customer experience and brand emotion. The relationship between brand trust and brand loyalty. (2) the theory of strategic experience module is supplemented and developed. This study applies the theory to the study of customer experience on shopping websites, and introduces the experience scale into the research of online shopping, and innovates the theory of customer experience in the Internet environment. The research on the influence of customer experience on website brand loyalty and website brand rights is supplemented.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F724.6;F224

【参考文献】