基于因子分析法的网购顾客抱怨影响因素研究

发布时间：2018-01-14 13:00

本文关键词：基于因子分析法的网购顾客抱怨影响因素研究　出处：《贵州师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：伴随着计算机技术的全国性普及和物流业的蓬勃发展,网络购物行为已经成为一个潮流。网购以其更加低廉的价格、更多的商品选择、突破时间空间限制等优势深受消费者青睐。但网络购物并非完美无瑕,仍有许多因素会影响顾客满意度,导致顾客抱怨的产生。因此,本文结合了现阶段网络营销实情,回顾并借鉴先前学者相关领域的宝贵研究经验,通过总结和探讨,构建网购顾客抱怨影响因素研究模型。本文论述通过对顾客抱怨及相关领域的研究成果进行回顾与总结,在借鉴国内外学者的宝贵经验的同时,又充分结合顾客抱怨的具体实际情况,设立了评价顾客抱怨的多项指标。并在此基础上,通过调查问卷进行直接数据收集,得到具有典型代表意义的数据集合。通过对数据进行因子分析,获得了更为具体的顾客抱怨影响因素。然后,对各影响因素与顾客抱怨之间进行相关性分析,深入明确各个因素与顾客抱怨间的关系。同时通过回归分析方法建立这些影响因素与顾客抱怨之间的回归方程,将顾客抱怨与影响因素之间的关系量化,并以此为依据,讨论各顾客抱怨因素影响的合理性。最后,文章根据统计分析得出的结果,优化前文假设的初始模型,并提出相应的避免或降低顾客抱怨的合理性建议,供广大电商企业参考。
[Abstract]:Along with the rapid development of computer technology and the popularization of national logistics industry, the network shopping has become a trend of online shopping. With its lower price, more choice of goods, break through the limitations of time and space and other advantages favored by consumers. But the network shopping is not perfect, there are still many factors will affect customer satisfaction that leads to customer complaints. Therefore, this paper combines the current network marketing situation, review and valuable research experience of previous scholars in related fields, through the discussion and summary, construction of online shopping customer complaints study on impact factor model. The essay reviews and summarizes the research results of customer complaints and related fields, in reference the valuable experience of the scholars at home and abroad at the same time, but also fully combined with the specific circumstances of customer complaints, set up the evaluation indicators of customer complaints. And on this basis Based on direct data collected through questionnaires, are typical data sets. Through factor analysis of the data, to obtain a more specific factors affecting customer complaints. Then, the effect of each factor and the correlation analysis between customer complaints, further clear the relationship between the factors and customer complaints between at the same time. Through regression analysis the regression equation between these impact factors and customer complaints are established, the quantitative relationship between customer complaints and influencing factors, and on this basis, discussed the influence factors of customer complaint rationality. Finally, according to the statistical analysis of the results of the initial model, optimization of the preceding assumptions, and put forward the corresponding avoid to reduce customer complaints or suggestions, to provide reference for the business enterprise.

【学位授予单位】：贵州师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.36;F713.55

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