区域电子商务平台顾客满意度提升策略研究

发布时间：2018-02-20 04:01

本文关键词： 区域电子商务平台网络购物顾客满意度结构方程模型　出处：《上海工程技术大学》2016年硕士论文　论文类型：学位论文

【摘要】：近年来,电子商务涌现两个新亮点,区域电子商务和跨境电子商务迅猛发展。未来,在国家政策重视、电子商务下乡等利好刺激下,区域电子商务将进一步迎来更快速的发展,地方政府推动以及区域产业转型的高需求都将成为区域电子商务发展的动力。区域电子商务平台,即基于同一个城市的概念而建立的电子商务平台,本文的研究对象主要是在区域电子商务平台购物的个人消费者,故本文中所提到的区域电子商务平台都是指区域(B2C)电子商务平台。与全国性电子商务相比,区域电子商务平台具有很多自身优势,比如:高效(短时间内送货上门)、精准(熟知当地风俗习惯,提供精准服务)、运输成本低等等。中国是典型的区域经济,350多个地级市,4300多万企业,80%以上的中小企业立足于本地服务与销售,90%以上的消费需要线下实现或者辅助实现,中小企业需要适合本地化推广的电子商务平台。和综合性电子商务平台相比,区域电子商务平台需要更加的重视顾客满意度,原因有二:一方面是消费者不熟悉导致的不认可;另一方面是随着消费者的熟知而出现的高期望值、低满意值,这对于立足于本地发展的、流量有限的区域电子商务平台来说都是其实现可持续发展要解决的首要问题,这也是本文研究如何提升区域电子商务平台顾客满意度的现实意义所在。本文的实证研究选择已有在区域电子商务平台购物经验的消费者为研究对象,从点到面,探寻影响区域电子商务顾客满意度的因素。首先,本文对顾客满意度理论、顾客满意度影响因素及网络顾客满意度测评模型等相关国内外文献进行梳理。紧接着对电子商务发展趋势及区域电子商务平台发展现状进行分析。在此基础上,结合区域电子商务自身的特点,提出本文的理论模型,并对模型中的关系进行假设。其中原因变量为企业形象、网络安全、产品价值、服务价值以及评价与等级五个维度;中间变量为顾客信任和顾客期望;结果变量为顾客满意度。再次,以区域电子商务平台的消费者作为研究对象,通过问卷调查的方式进行实证研究。数据分析借助SPSS21.0和AMOS21.0两个软件进行处理,对假设进行检验并得出本文的研究结论。研究表明,区域电子商务平台的企业形象会对顾客的网购满意度产生显著的正向影响作用;区域电子商务网站安全性会正向的显著影响网购顾客的满意度;产品的价值会对顾客的网购满意度产生显著的正向影响作用;区域电子商务网站服务价值提高能够显著影响网购顾客满意度的提升;顾客信任对顾客满意度有正向影响作用;顾客满意度的提高,会带来良好的口碑,他们越满意,给出的评价和等级就越高。最后,本文从顾客消费的视角提出了确保平台产品价值、维护平台形象、加强网络安全建设、提高服务质量等建议,希望能够为提升区域电子商务平台的顾客满意度提供思路。
[Abstract]:In recent years, two new bright spots have emerged in electronic commerce, regional electronic commerce and cross-border electronic commerce. In the future, with the favorable stimulus of national policy attention and electronic commerce going to the countryside, regional electronic commerce will further usher in faster development. The high demand of local government and the transformation of regional industry will become the driving force of the development of regional e-commerce. The regional e-commerce platform, which is based on the concept of the same city, will become the driving force of the development of regional e-commerce. The research object of this paper is mainly individual consumers shopping on the regional electronic commerce platform, so the regional electronic commerce platform mentioned in this paper refers to the regional B2C) electronic commerce platform. The regional e-commerce platform has many advantages of its own, such as high efficiency (delivery of goods in a short period of time, precision) (familiarity with local customs, customs, etc.). China is a typical regional economy with more than 350 prefecture-level cities and more than 43 million enterprises or 80 percent of small and medium-sized enterprises based on local services and sales of more than 90 percent of the consumer needs to achieve or assist in the realization of local services. Compared with the comprehensive e-commerce platform, the regional e-commerce platform needs to pay more attention to customer satisfaction for two reasons: on the one hand, the consumers are not familiar with the results of disapproval; On the other hand, it is the high expectation value and the low satisfaction value that appear with the consumers' familiar knowledge. This is the first problem to be solved for the regional e-commerce platform, which is based on the local development and has limited traffic, which should be solved to realize the sustainable development. This is also the practical significance of this paper to study how to improve customer satisfaction of regional e-commerce platform. The empirical study of this paper selects consumers who already have shopping experience in regional e-commerce platform as the research object, from point to face, To explore the factors that affect the customer satisfaction of regional e-commerce. First of all, this paper discusses the theory of customer satisfaction. The influencing factors of customer satisfaction and network customer satisfaction evaluation model and other related domestic and foreign literature were combed. Then the development trend of e-commerce and the status quo of regional e-commerce platform were analyzed. According to the characteristics of regional electronic commerce, this paper puts forward the theoretical model of this paper, and hypothesizes the relationship in the model. The reasons are enterprise image, network security, product value, service value and evaluation and grade. The intermediate variable is customer trust and customer expectation, and the result variable is customer satisfaction. The data analysis is based on SPSS21.0 and AMOS21.0 software to test the hypothesis and draw the conclusion of this paper. The corporate image of the regional e-commerce platform will have a significant positive impact on customer satisfaction, and the security of the regional e-commerce website will have a significant positive impact on customer satisfaction. The value of products will have a significant positive impact on customer satisfaction online; Regional e-commerce website service value can significantly affect the promotion of online shopping customer satisfaction; customer trust has a positive impact on customer satisfaction; The improvement of customer satisfaction will bring good reputation, and the more satisfied they are, the higher the evaluation and grade will be. Finally, this paper puts forward to ensure the platform product value, maintain the platform image and strengthen the network security construction from the perspective of customer consumption. Improve the quality of service and other suggestions, hoping to improve the regional e-commerce platform customer satisfaction ideas.
【学位授予单位】：上海工程技术大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274

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