B2C模式下转换成本对顾客重购意向的影响研究

发布时间：2018-02-09 00:12

本文关键词： 转换成本顾客满意度替代者吸引力顾客重购意向　出处：《北京交通大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着我国网络零售市场竞争的日趋激烈与争夺新顾客成本的日益提高,如何防止现有顾客流失已成为各大B2C电商企业亟待解决的问题。虽然顾客满意对顾客重复购买的积极作用已被学术界和实践界所证实,但在现实中即使是满意的顾客也存在流失的现象。近来,转换成本作为能够阻止顾客转换行为并利于企业顾客保留的另一重要因素引起了营销学界的广泛关注。如何合理地运用转换成本提升顾客重复购买意向进而达到保留顾客的目的,对B2C电商企业制定营销策略和顾客保留计划来说具有十分重要的指导意义。本文立足于顾客感知视角,在前人研究基础上将B2C电子商务环境下的顾客转换成本重新划分为程序转换成本、机会转换成本、关系转换成本以及风险转换成本四个维度,并引入顾客满意度和替代者吸引力作为调节变量,构建了转换成本对顾客重购意向的影响模型并提出相关研究假设。本研究在文献研读、深度访谈的基础上编制相关变量的量表,将我国B2C购物网站作为具体的实证研究对象并通过问卷调查收集数据,共收回422份有效样本。在实证分析中,运用SPSS21.0多元统计分析软件对样本数据进行描述性统计分析、信度分析、效度分析、相关分析和回归分析以验证本文提出的研究假设。。研究结果表明：1、在B2C电子商务环境下,顾客转换成本不包括关系转换成本；2、当顾客满意度与替代者吸引力都较高时程序转换成本和机会转换成本对顾客重购意向有显著的正向影响；3、当顾客满意度与替代者吸引力都较低时机会转换成本和风险转换成本对顾客重购意向有显著的正向影响：4、当顾客满意度较高而替代者吸引力较弱时,机会转换成本对顾客重购意向有显著的正向影响：5、当顾客满意度较低而替代者吸引力较强时,转换成本就会失去对顾客重购意向的提升作用。文章最后根据实证分析结果对我国B2C电商企业应如何合理运用转换成本提升顾客重购意向提出了几点对策建议,并针对本文的不足之处对未来研究做出了展望。
[Abstract]:With the increasingly fierce competition in China's network retail market and the increasing cost of competing for new customers, How to prevent the loss of existing customers has become an urgent problem for B2C e-commerce enterprises. Although the positive effect of customer satisfaction on customer repeat purchase has been proved by the academic and practical circles. But in reality, even satisfied customers are losing. These days, As another important factor which can prevent the customer switching behavior and benefit the customer retention, the switching cost has aroused the widespread attention of the marketing circles. How to reasonably use the conversion cost to promote the customer's repeated purchase intention to achieve. The purpose of retaining the customer, It is of great significance for B2C e-commerce enterprises to formulate marketing strategies and customer retention plans. This paper is based on the perspective of customer perception. On the basis of previous studies, customer switching costs in B2C e-commerce environment are reclassified into four dimensions: program conversion cost, opportunity conversion cost, relational conversion cost and risk switching cost. By introducing customer satisfaction and substitute attractiveness as adjusting variables, a model of the influence of conversion cost on customer repurchase intention is constructed and relevant research hypotheses are put forward. On the basis of in-depth interviews, the relevant variable scale is compiled, and the B2C shopping website in China is regarded as the specific empirical research object. 422 valid samples are collected through questionnaire survey. In the empirical analysis, 422 valid samples are collected. Using SPSS21.0 multivariate statistical analysis software, the sample data are analyzed by descriptive statistical analysis, reliability analysis, validity analysis, correlation analysis and regression analysis to verify the research hypotheses put forward in this paper. The cost of customer conversion does not include the cost of relational transformation. When the customer satisfaction and substitute attractiveness are both high, the cost of program conversion and opportunity switching has a significant positive impact on customer repurchase intention, and when customer satisfaction and substitution are high, the customer turnover cost has a significant positive impact on the customer repurchase intention. When generation attractiveness is low, opportunity switching cost and risk switching cost have significant positive influence on customer repurchase intention. When customer satisfaction is higher and substitute is less attractive, Opportunity switching cost has a significant positive effect on customer repurchase intention. When customer satisfaction is low and substitute is attractive, Finally, according to the results of empirical analysis, this paper puts forward some countermeasures and suggestions on how to reasonably use the conversion cost to enhance the customer re-purchase intention in B2C e-commerce enterprises. At the same time, the future research is prospected in view of the deficiency of this paper.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274

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