农产品电商平台服务质量、顾客契合对顾客忠诚的影响

发布时间：2018-02-22 01:39

本文关键词： 农产品电商平台服务质量顾客契合顾客忠诚　出处：《东北财经大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着电子网络信息技术的不断发展和普及,在网上购买商品已经成为人们购物的主要方式。与此同时,网上可选择的物品也越来越丰富。其中,选择在网上购买农产品逐渐成为一种新的增长趋势。我国农产品电商平台发展的速度极快,先后出现了如淘宝、京东的蔬菜专区;顺丰优选、菜虫网等这些多元化的平台,给顾客提供了更多的选择。而农产品电商平台已经进入了同质化时代,顾客忠诚不容易维护,这成为农产品电商发展的重要问题。因此,农产品除了保证源头的品质和安全外,如何从顾客的角度来提高电商平台的体验和服务水平,以达到契合和后续的忠诚,成为学者们关注的重点。现有研究结果表明,服务质量对顾客忠诚的直接效应得到验证,提升自身的服务质量,是培养忠诚顾客的重要竞争手段之一。然而,传统的顾客关系理论通常基于服务质量、顾客满意和顾客忠诚的关系模型来解释和指导实践。然而在现如今的电子商务环境中,满意的顾客可能无法导致忠诚。因此,本文在现有理论的基础上,尝试研究农产品电商平台服务质量对顾客忠诚的影响,并把顾客契合放进这两者的关系中,构建了服务质量为自变量、顾客契合为中介变量、顾客忠诚为因变量的理论模型。通过现场拦截和网络调研的平台收集所需要的调查问卷,并运用SPSS19.0和AMOS21.0数据处理软件来收集的403份问卷进行实证检验。实证研究分析表明,农产品电商平台服务质量(服务过程质量、服务结果质量和服务补救质量)对顾客契合有显著的正向影响;顾客契合对顾客忠诚有显著的正向影响;服务过程质量和服务结果质量既能直接对顾客忠诚产生影响,又能通过顾客契合间接的影响顾客忠诚;而服务补救质量通过顾客契合影响顾客忠诚。这些研究结论,一方面进一步丰富了顾客关系理论。现有的相关研究依然遵循传统的顾客关系理论,即"服务质量—顾客满意—顾客忠诚"的研究路径。本文在这个理论的基础上,引进了更加符合网络环境下凸显重要性的顾客契合中介变量,拓展了相关研究理论。另一方面,本文的研究是在以农产品电商平台为背景的前提下进行的,本文的研究结果有助于为农产品电商平台开发忠诚的客户提供可操作性的管理意见。然而,针对本研究仍然有着以下的不足。首先,虽然研究对象涵盖了诸多农产品电商平台,但主要以知名度比较高的平台为主,从一定的程度上讲,样本的代表性欠佳;其次,本研究针对消费者经常购买的平台收集了数据,虽然研究模型与假设得到了较好的验证,但研究并没有对平台类型进行分类,研究结论对不同类型的平台是否具有普适性还有待进一步验证;最后,还有必要引入相关的调节变量(如消费者的个人特征、购买农产品类别等)纳入到研究的范围,对模型进行完善,依此得到更为准确和系统的结论。
[Abstract]:With the continuous development and popularization of electronic network information technology, buying goods on the Internet has become the main way for people to buy goods. At the same time, there are more and more items available on the Internet. Choosing to buy agricultural products on the Internet has gradually become a new growth trend. The e-commerce platform for agricultural products in China has developed very rapidly, with such diversified platforms as Taobao and JingDong's vegetable zone, Shunfeng excellent selection, vegetable insect net, and so on. The e-commerce platform for agricultural products has entered an era of homogeneity, and customer loyalty is not easy to maintain. This has become an important issue in the development of agricultural products e-commerce. Therefore, in addition to ensuring the quality and safety of agricultural products, How to improve the experience and service level of e-commerce platform from the customer's point of view has become the focus of scholars' attention. The current research results show that the direct effect of service quality on customer loyalty is verified. Improving the quality of service is one of the important competitive means to cultivate loyal customers. However, the traditional theory of customer relationship is usually based on the quality of service. The relationship between customer satisfaction and customer loyalty is used to explain and guide practice. However, in today's electronic commerce environment, satisfied customers may not be able to lead to loyalty. This paper attempts to study the influence of service quality on customer loyalty in agricultural products e-commerce platform, and puts the customer fit into the relationship between them, and constructs the service quality as independent variable and customer fit as intermediary variable. The theoretical model of customer loyalty as dependent variable. Through the platform of field interception and network investigation, we collect the required questionnaires, and use SPSS19.0 and AMOS21.0 data processing software to collect 403 questionnaires for empirical test. The service quality of agricultural products e-commerce platform (service process quality, service result quality and service remedy quality) has a significant positive impact on customer fit, customer fit has a significant positive impact on customer loyalty. Service process quality and service result quality can not only directly affect customer loyalty, but also indirectly affect customer loyalty through customer fit, while service remedy quality affects customer loyalty through customer fit. On the one hand, it further enriches the customer relationship theory. The existing research still follows the traditional customer relationship theory, that is, "service quality-customer satisfaction-customer loyalty". This paper introduces more important customer fit intermediary variables in the network environment, and expands the relevant research theory. On the other hand, the research of this paper is carried out on the premise of the agricultural products e-commerce platform as the background. The research results of this paper are helpful to provide operable management advice for loyal customers in the development of agricultural products e-commerce platform. However, there are still some shortcomings in this study. First of all, although the research objects cover many agricultural products e-commerce platforms, To a certain extent, the sample is not representative enough. Secondly, this study collects data for the platforms that consumers often buy, although the research models and assumptions are well verified. However, the study does not classify the types of platforms, and the conclusions of the study on whether different types of platforms have universality still need to be further verified. Finally, it is necessary to introduce relevant adjustment variables (such as consumers' personal characteristics). The model is improved to get a more accurate and systematic conclusion.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F724.6;F323.7

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