基于整体产品理论的网络产品质量、顾客价值研究

发布时间：2018-01-01 19:34

本文关键词：基于整体产品理论的网络产品质量、顾客价值研究　出处：《浙江大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,中国的网络购物市场维持了一个比较高的增长水平,网络购物已经植根于人们的日常生活,成为了一种常态。购物习惯的改变也带动了消费观念的改变,顾客不仅将网购当作为一种购买目标产品的便捷方式,也将其当作了一种可以享受到兴奋愉悦感的娱乐消遣方式,因而消费者对于购物网站的需求也更加多元化。顾客价值和顾客满意度是网络营销中的核心内容。在日益白日化的竞争中,如何能够更加针对性地迎合顾客需求、更加差异化地打造企业的核心竞争力,是购物网站运营商们目前所面对的问题。因此有必要构建理论模型系统地解释网购环境中顾客价值、顾客满意度的形成过程,为企业更好地配置资源、维护顾客关系提供参考。本论文从整体产品质量的视角出发,以网络产品质量和价值为核心构建了网络购物消费者满意度理论模型。模型结合了网络购物平台的特点,对传统质量和顾客价值的内涵和层次进行了延伸,力求探索几个问题：整体网络产品质量包含了哪几个维度?顾客对这些维度的感知效用程度是多少?网络产品质量各维度与顾客享乐性价值和实用性价值之间的关系如何?顾客享乐性价值和实用性价值对顾客满意度的影响程度是多少? 论文采用了问卷调查方式向全国的网络购物顾客收集数据,并采用SPSS软件、AMOS软件对各变量之间的因果关系进行了检验。本研究取得了以下几个结论：(1)整体网络产品质量中初始产品质量、产品信息质量和网站服务质量对顾客实用主义价值有显著正向影响；(2)产品信息质量、网站信息质量对顾客享乐主义购物价值有显著正向影响；(3)初始产品质量、产品信息质量、网站信息质量和网站服务质量对顾客满意度有显著正向影响；(4)顾客实用主义价值对顾客满意度有显著正向影响；(5)顾客享乐主义价值对顾客满意度有显著正向影响。这些发现拓展了网络购物价值前因的研究,为购物网站运营商的价值定位提供了参考；同时,本研究也验证了网络购物顾客“质量-价值-满意度”模型,所得结论对于网络营销学、网络产品策略学都具有参考价值和借鉴意义。
[Abstract]:In recent years, the online shopping market Chinese to maintain a relatively high level of growth, online shopping has been rooted in people's daily life, has become a norm. Shopping habits change also led to the change of consumption concept, the customer will not only online shopping as a convenient way to buy target products, will also be the as a kind of entertainment can enjoy exciting pleasure, so the consumer demand for shopping sites are more diversified.
Customer value and customer satisfaction is the core content in network marketing. In the increasingly heated competition, how to be more targeted to meet customer needs, more differentiated to build the core competitiveness of enterprises, is the shopping website operators are currently facing problems. Because of this it is necessary to establish a theoretical model to explain the customer system the value of online shopping environment, the formation process of customer satisfaction, for the enterprise to better allocation of resources, provide reference for customer relationship maintenance.
This paper from the perspective of the overall product quality, product quality and value to the network as the core of the network shopping consumer satisfaction theoretical model. The model combines the characteristics of the online shopping platform, content and level of traditional quality and customer value has been extended, and explore several problems: the whole network which contains the quality of the products how much is the customer dimension? On these dimensions of perceived utility? Network product quality dimensions and how the relationship between customer hedonic value and practical value? What is the impact of customer hedonic value and practical value to the customer satisfaction?
This paper uses a questionnaire to collect data to online shopping customers nationwide, and using SPSS software to test the causal relationship between variables were analyzed by AMOS software. This research obtains the following conclusions: (1) the initial product quality in the whole network of product quality, product quality and service quality of website information has a significant positive effect Pragmatism on customer value; (2) product information quality, information quality has a significant positive effect on customer hedonic shopping value; (3) the initial product quality, product information quality has a significant positive effect of website information quality and satisfaction of service quality on customer; (4) there is a significant positive effect on customer value on customer satisfaction of pragmatism; (5) there is a significant positive effect on customer hedonic value on customer satisfaction.
These findings expand the research value of the antecedents of online shopping, which provides a reference for the value orientation of shopping website operators; at the same time, this study also verified the online shopping customers "quality value satisfaction" model, the conclusion for the network marketing, network product strategy has reference value and significance.

【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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