网络环境下顾客体验对品牌忠诚的影响研究

发布时间：2018-07-14 15:18

【摘要】：随着中国经济的发展,中小企业获得较快发展。但是受美国次贷危机和美元贬值影响,国内中小企业的出口优势在逐渐丧失,国内中小企业面临从“中国制造”到“中国创造”的转型。而国内互联网电子商务的发展,为中小企业带来了新的发展机遇与挑战。以天猫商城为例,已经有一大批中小企业通过互联网平台建立起原创品牌。根据艾瑞咨询提供的数据,2014年网上购物消费总额占社会消费品零售总额的10.7%,我国互联网电子商务存在巨大潜力。基于此背景,本文从消费者行为学角度,通过文献研究,对网络品牌、虚拟体验、消费者心理特征、品牌忠诚等研究进行综述,发现目前关于网络品牌忠诚的研究存在以下两个问题:一、网络环境下顾客体验功利需求外的其他需求如何满足的问题;二、网络环境下顾客关系的维系及如何诱导顾客再次选购的问题。本文从互联网购物环境的发展现状着手,结合消费者心理特征,探讨并尝试构建了网络环境下顾客体验对品牌忠诚影响的关系模型,并提出了本文研究相关假设。本文依托“问卷星”网站形成调查问卷链接,通过网络收集到有效问卷201份,并通过spss19.0统计软件对收集所得数据进行实证研究。本文通过描述性分析、因子分析、相关分析、回归分析等实证研究方法对本文模型假设进行验证,证明了网络环境下感官体验、情感体验、思考体验和行为体验对品牌忠诚的正向显著影响关系,检验了网络环境中消费者心理特征在顾客体验与品牌忠诚影响关系中的调节作用。实践应用方面,将中小企业的网络品牌忠诚建设分为网店建设、产品控制和全面服务营销三部分。最后,本文从全面质量管理和整合营销的角度着手为中小企业的网络品牌忠诚的构建提出了实践建议。
[Abstract]:With the development of Chinese economy, small and medium-sized enterprises (SMEs) have developed rapidly. However, under the influence of US subprime mortgage crisis and the depreciation of US dollar, the export advantages of domestic SMEs are gradually losing, and domestic SMEs are facing the transition from "made in China" to "made in China". The development of domestic internet e-commerce brings new opportunities and challenges to SMEs. Take Tmall Mall as an example, a large number of small and medium-sized enterprises have established original brand through Internet platform. According to the data provided by Eli Consulting, the total consumption of online shopping accounted for 10.710% of the total retail sales of consumer goods in 2014, and there is great potential for Internet e-commerce in China. Based on this background, this paper, from the perspective of consumer behavior, through literature research, summarizes the network brand, virtual experience, consumer psychological characteristics, brand loyalty, and so on. It is found that there are two problems in the current research on online brand loyalty: first, how to satisfy the other needs of customer experience utilitarian needs under the network environment; second, How to maintain customer relationship in network environment and how to induce customers to buy again. Starting from the current situation of Internet shopping environment and combining with the psychological characteristics of consumers, this paper discusses and tries to construct the relationship model of the influence of customer experience on brand loyalty under the network environment, and puts forward the relevant hypotheses of this paper. This paper relies on the "questionnaire star" website to form the questionnaire link, collects 201 valid questionnaires through the network, and carries on the empirical research through the spss19.0 statistical software to collect the collected data. Through descriptive analysis, factor analysis, correlation analysis, regression analysis and other empirical research methods, this paper verifies the hypothesis of the model and proves the sensory experience and emotional experience in the network environment. The positive and significant influence of thinking experience and behavior experience on brand loyalty is examined, which tests the regulatory role of consumer psychological characteristics in the relationship between customer experience and brand loyalty in the network environment. In practical application, the network brand loyalty construction of small and medium-sized enterprises is divided into three parts: shop construction, product control and overall service marketing. Finally, from the perspective of total quality management and integrated marketing, this paper puts forward some practical suggestions for the construction of network brand loyalty of small and medium-sized enterprises.
【学位授予单位】：重庆交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2

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