基于O2O模式下奢侈品商场顾客满意度测评研究

发布时间：2018-04-07 18:53

本文选题：O2O电子商务模式　切入点：奢侈品商场　出处：《吉林财经大学》2015年硕士论文

【摘要】：随着互联网上本地化电子商务的发展,信息和实物,线上和线下之间的联系变得更加紧密,O2O也让电子商务进入一个崭新的模式。O2O模式最重要的特点是:推广效果可查,每笔交易可跟踪。O2O把信息流、资金流放在线上,而把物流和商流放在线下进行,这样对于像电影下载、音乐试听,网页游戏这样的在线体验的服务,就很难发挥O2O作用。随着人们生活质量的不断提高,生活“必需”品与“必须”品的相辅相成,奢侈品日趋被人们接受,更多的国际一线品牌进军奢侈品商场,人们追求的高端生活质量不仅仅是品牌效应,更多的是所向往的线下服务,因此,研究O2O模式下哪些因素影响着奢侈品商场顾客满意度,用科学的数理模型对于奢侈品商场的顾客满意度作出科学评价具有一定的现实意义。本文对O2O电子商务模式以及顾客满意度的相关文献进行了研究,结合互联网时代以及奢侈品商场的发展趋势,确定了影响奢侈品商场顾客满意度的五个主要影响因素,分别为对新商品的预期、感知质量、感知价值、顾客满意度、老顾客回访,其中感知质量又细分为感知线上质量、感知线下质量和感知服务质量。根据五个主要影响因素相互作用关系构建出影响奢侈品商场顾客满意度的理论模型,建立评价指标体系并设计相应的调查问卷,对长春市奢侈品商场顾客进行问卷发放,对问卷回收及整理,实现量表中数据的科学分析。我们运用偏最小二乘结构方程模型对所构建的理论模型进行实证研究,对模型进行信度及效度检验,并进行路径分析和理论验证。最后,我们通过对O2O电子商务模式下奢侈品商场顾客满意度的正确评价,相应地对未来O2O模式下奢侈品商场的营销策略提出建议。
[Abstract]:With the development of localized e-commerce on the Internet, the links between information and physical objects, online and offline have become closer, and the most important feature of e-commerce entering a brand new model.Each transaction can track the flow of information, the flow of money, and the flow of goods and commerce offline, making it difficult for online experience services such as movie downloads, music auditions, web games, and so on.With the continuous improvement of people's quality of life, "essential" goods and "must" goods complement each other, luxury goods are increasingly accepted by people, more and more international first-line brands enter luxury shopping malls.The high-end quality of life people pursue is not only a brand effect, but also a yearning for offline service. Therefore, what factors affect the customer satisfaction of luxury shopping malls under the O _ 2O model?It is of practical significance to use scientific mathematical model to evaluate the customer satisfaction of luxury shopping malls.In this paper, the O2O e-commerce model and related documents on customer satisfaction are studied. Combined with the development trend of the Internet era and luxury shopping malls, five main influencing factors on customer satisfaction of luxury shopping malls are identified.It is the expectation of new goods, perceived quality, perceived value, customer satisfaction, customer return visit, which is divided into perceptual online quality, perceived offline quality and perceived quality of service.According to the interaction of five main influencing factors, this paper constructs a theoretical model that affects the customer satisfaction of luxury shopping malls, establishes an evaluation index system and designs a corresponding questionnaire to distribute the questionnaires to the customers of luxury shopping malls in Changchun.The questionnaire is collected and sorted to realize the scientific analysis of the data in the scale.We use the partial least squares structural equation model to make an empirical study on the theoretical model, test the reliability and validity of the model, and carry out path analysis and theoretical verification.Finally, through the correct evaluation of the customer satisfaction of luxury shopping malls under the O2O e-commerce model, we put forward some suggestions on the marketing strategies of luxury shopping malls in the future.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F723;F274

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