网站服务质量对用户黏性影响机制研究

发布时间：2018-02-01 21:11

本文关键词： 网站服务质量社会化电子商务感知价值用户黏性　出处：《浙江财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：通讯技术、信息技术、网络技术和电子金融技术等技术条件以及管理的发展、完善与应用,进一步助推了社会化电子商务(social commerce)的发展。社会化电子商务作为一种新的电子商务衍生模式,它运用社交媒体以及网络媒体的传播渠道,借助人机互动和用户评论等手段来推动商品的营销和购买行为。对于消费者来说,在消费过程中体验到的服务质量是评价企业商家的重要依据之一,而产品质量和价格在市场中不再是社会化电商企业争相比较的优势,也不再是消费者所关注的重点。针对现阶段消费者行为和态度的转变,如何提高网站服务质量水平,增强网络用户黏性是社会化电商企业需要解决的关键性问题。本文确定影响虚拟用户黏性的核心因素,即网站服务质量,有利于将社会化电子商务发展的基础业务核心和技术资源集中在关键领域来稳定用户,从而改善目前行业内同质化问题,为企业获得竞争优势找到突破口。本文借鉴了学术领域中关于电子商务以及网站服务质量的相关经典文献,在电子商务发展现状基础上,预测了今后的发展趋势。接着结合社会化电子商务背景,梳理总结出网站服务质量和感知价值的概念含义以及维度划分,将用户黏性作为现状结果,网站服务质量为影响因素,感知价值为中介变量,提出本研究概念模型。在实证研究过程中,本文参考了以往关于网站服务质量的成熟量表,设计出了调查问卷进行预调查。根据预调查结果修正得出正式问卷收集数据。最后对所收集的数据通过SPSS统计软件进行分析处理。经过研究得出以下结论:一)网站服务质量并非直接作用于用户黏性,而是通过感知价值间接对用户黏性产生影响。二)网站服务质量的维度对实用价值与享乐价值的影响程度各有不同,其中可靠性对两者的影响最大。三)研究发现互动性虽然对实用价值有显著影响,但对享乐价值没有显著影响。四)根据研究结论,提出电商企业在经营管理中如何合理通过网站服务质量增强用户黏性,并针对性地提出营销管理启示。本文旨在通过研究分析社会化电子商务网站平台的服务质量,为相关企业提高用户黏性,吸引用户提供研究依据和战略方向。
[Abstract]:Technical conditions, such as communication technology, information technology, network technology and electronic finance technology, as well as the development, improvement and application of management, It further boosts the development of social commerce. As a new electronic commerce derivative model, social electronic commerce uses social media as well as network media as a channel of communication. By means of man-machine interaction and user comment, we can promote the marketing and purchasing behavior of goods. For consumers, the service quality experienced in the process of consumption is one of the important bases for evaluating enterprises and businesses. However, product quality and price are no longer the competitive advantages of socialized e-commerce enterprises in the market, nor are they the focus of consumers' attention. How to improve the quality of website service in view of the change of consumers' behavior and attitude, The key problem to be solved by socialized e-commerce enterprises is to enhance the viscosity of network users. This paper determines the core factors that affect the stickiness of virtual users, that is, the service quality of websites. The core of the basic business and technical resources of the development of socialized electronic commerce can be concentrated in the key areas to stabilize the users, thus improving the homogeneity problem in the current industry. This paper draws lessons from the classical literature on electronic commerce and website service quality in the academic field, and based on the current development of electronic commerce, Then combining with the background of socialized electronic commerce, the paper summarizes the concept meaning and dimension division of website service quality and perceived value, regards user's stickiness as the present situation result, the website service quality is the influence factor. In the process of empirical research, this paper refers to the maturity scale of website service quality. The questionnaire is designed to carry out pre-survey. According to the revision of the pre-survey results, the formal questionnaire data collection is obtained. Finally, the collected data are analyzed and processed through the SPSS statistical software. The following conclusions are obtained through the research: 1). The quality of service is not directly related to user stickiness. Second, the dimension of website service quality has different influence on practical value and hedonic value. Among them, reliability has the greatest influence on both. 3) although interactivity has significant influence on practical value, it has no significant effect on hedonic value. 4) according to the conclusion of the study, This paper puts forward how to reasonably enhance the user's stickiness through the website service quality in the management of the e-commerce enterprise, and puts forward the enlightenment of the marketing management. This paper aims to analyze the service quality of the socialized e-commerce website platform through the research and analysis. Provide research basis and strategic direction for related enterprises to improve user stickiness and attract users.
【学位授予单位】：浙江财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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