网购国产手机售后服务对顾客重购意愿的影响研究

发布时间：2018-01-15 08:35

本文关键词：网购国产手机售后服务对顾客重购意愿的影响研究　出处：《中北大学》2015年硕士论文　论文类型：学位论文

【摘要】：根据CNNIC发布的《第35次中国互联网络发展状况统计报告》，截止2014年12月底，我国网络购物用户规模达到3.61亿，较2013年底增加5953万人，，增长率为19.7%；我国网民使用网络购物的比例从48.9%提升至55.7%。根据赛诺零售数据显示，2014年在整个手机市场中国产手机销量占比已达73.4%，华为、小米、联想各凭优势占据在中国市场销量排名前五中。随着消费者购物行为的改变、京东等B2C电商平台的快速发展，以及各国产手机厂商对线上渠道的高度重视，2014年国产手机线上市场销量达到8269万部，占整个手机市场销量的18%，较上年增幅达56.6%。手机销售市场向线上转移，加速改变手机行业的营销方式，使得网络购买手机已成为消费者的首选渠道。而国产手机生产商经过最初的价格战后，面对不断饱和的销售市场，关注手机售后服务满意度及消费者行为的影响因素，制定合理的应对策略尤为重要。本文在回顾前人研究的基础上，根据网购国产手机售后服务的实际情况编制测量量表，并在相关文献回顾的基础上提出针对本文的服务质量、感知价值、顾客满意与顾客重购意愿的研究模型与假设。在理论构建的基础上，本文运用SPSS19.0数据分析软件进行了两阶段的实证分析：（1）预调研。共发放问卷47份，有效问卷43份。对服务质量、感知价值、顾客满意及顾客重购意愿进行信度分析和效度分析，剔除不相关题项，形成本文最终的问卷。（2）实证分析。通过问卷星网站共发放300份问卷，其中有效问卷298份。利用SPSS软件进行描述性统计分析，并且对问卷的信度和效度再次进行验证。然后对各个变量之间进行相关分析和回归分析，最后做中介作用分析。通过预调研和实证分析，本文得出以下结论：服务质量、感知价值可以分别直接对顾客满意、顾客重购意愿产生正向影响；顾客满意在服务质量与顾客重购意愿之间起到完全中介作用；顾客满意在感知价值与顾客重购意愿之间起到完全中介作用。最后，本文根据实证分析对影响国产手机售后服务的各种因素进行研究，进而对目前的手机售后服务行业的发展提出可供参考的政策建议。
[Abstract]:According to the "35th China Internet Development Statistics report" released by CNNIC, by the end of December 2014, the number of online shopping users in China has reached 361 million. 59.53 million more than in end of 2013, the growth rate is 19.7; The proportion of online shopping in China has risen from 48.9% to 55.70.According to Sino retail data, in 2014, the proportion of mobile phone sales made in China reached 73.4% in the whole mobile phone market. Huawei, Xiaomi and Lenovo each occupy the top five in China's sales volume by virtue of their advantages. As consumer shopping behavior changes, JingDong and other B2C ecommerce platforms have grown rapidly. In 2014, the domestic mobile phone sales reached 82.69 million, accounting for 18% of the entire mobile phone market. The mobile phone sales market moved online, accelerating changes in the way the mobile phone industry was marketed. So that the network to buy mobile phones has become the first choice for consumers. And domestic manufacturers of mobile phones after the initial price war, facing a constant saturation of the sales market. It is very important to pay attention to the influencing factors of after-sales service satisfaction and consumer behavior and to formulate reasonable coping strategies. On the basis of reviewing the previous studies, this paper compiles the measurement scale according to the actual situation of domestic mobile phone service, and puts forward the service quality and perceived value of this paper based on the review of relevant literature. The research model and hypothesis of customer satisfaction and customer repurchase will. On the basis of theoretical construction, this paper makes a two-stage empirical analysis by using SPSS19.0 data analysis software. A total of 47 questionnaires and 43 valid questionnaires were sent out. Reliability analysis and validity analysis of service quality, perceived value, customer satisfaction and customer repurchase willingness were carried out to eliminate irrelevant items. Form the final questionnaire of this paper. (2) empirical analysis. A total of 300 questionnaires were distributed through the Star website, of which 298 were valid. Descriptive statistical analysis was carried out by using SPSS software. The reliability and validity of the questionnaire are verified again. Then the correlation analysis and regression analysis among the variables are carried out. Finally, the intermediary function analysis is done. Through pre-investigation and empirical analysis, this paper draws the following conclusions: service quality, perceived value can be directly satisfied with the customer, customer re-purchase will have a positive impact; Customer satisfaction plays a complete intermediary role between service quality and customer repurchase intention; Customer satisfaction plays a complete intermediary role between perceived value and customer repurchase willingness. Finally, this paper studies the factors that affect the after-sales service of domestic mobile phone. Then the development of mobile phone after-sales service industry can be referred to the policy recommendations.
【学位授予单位】：中北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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