网络原创服装品牌顾客忠诚模型的实证研究

发布时间：2017-12-31 22:35

本文关键词：网络原创服装品牌顾客忠诚模型的实证研究　出处：《北京服装学院》2015年硕士论文　论文类型：学位论文

【摘要】：随着网络信息技术的发展、人们生活节奏的加快，消费者的购物方式也在发生改变，网络购物已经成为很多消费者生活中不可或缺的重要部分。在此背景下，依托于第三方平台的网络原创服装品牌也得到了快速发展，同时其所处竞争环境也非常激烈，而顾客忠诚对于提高品牌形象，提升品牌竞争力有着重要作用。本文以网络原创服装品牌为研究对象，采用了实证分析方法，在对相关文献进行梳理、对网络原创服装品牌概况和消费者特征进行分析的基础上，构建了网络原创服装品牌顾客忠诚模型。从顾客感知价值角度入手，，将顾客感知价值划分为了功能价值、服务价值和社会价值三个维度，设计出了适用于网购方式下服装行业的顾客感知价值测量量表，并且通过了信度和效度检验。对这三个维度和顾客满意、顾客忠诚进行了相关和回归分析，并对转换成本对顾客满意与顾客忠诚关系的调节作用进行了验证。得出了功能价值和服务价值通过顾客满意对顾客忠诚有间接正向影响、社会价值对顾客满意和顾客忠诚有直接正向影响、顾客满意对顾客忠诚有直接正向影响和转换成本对顾客忠诚有直接正向影响的结论。最后根据实证研究的结论，本文为网络原创服装品牌的营销和经营管理提出了建议，总结了本文的局限性并提出了展望。
[Abstract]:With the development of network information technology and the quickening of people's life rhythm, the shopping mode of consumers is also changing. Online shopping has become an indispensable part of many consumers' life. The network original clothing brand based on the third party platform has also been developed rapidly and its competitive environment is also very fierce. Customer loyalty plays an important role in improving brand image and brand competitiveness. This article takes the network original clothing brand as the research object, adopts the empirical analysis method, carries on the combing to the related literature, carries on the analysis to the network original clothing brand profile and the consumer characteristic foundation. From the perspective of customer perceived value, the customer perceived value is divided into three dimensions: functional value, service value and social value. This paper designs a customer perceived value measurement scale which is suitable for online shopping, and passes the reliability and validity tests. The correlation and regression analysis of these three dimensions and customer satisfaction, customer loyalty are carried out. The effect of conversion cost on the relationship between customer satisfaction and customer loyalty is verified. The function value and service value have indirect positive effect on customer loyalty through customer satisfaction. Social value has a direct positive impact on customer satisfaction and customer loyalty. The conclusion that customer satisfaction has direct positive effect on customer loyalty and switching cost has direct positive effect on customer loyalty. Finally, according to the conclusion of empirical research. This paper puts forward some suggestions for the marketing and management of online original clothing brand, summarizes the limitations of this paper and puts forward the prospect.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55

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