B2C模式下顾客参与对顾客忠诚的影响研究

发布时间：2018-03-11 16:15

本文选题：顾客忠诚　切入点：顾客参与　出处：《江西财经大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着现代社会互联网技术的产生与快速发展,网络购物通道日益便利,尤其是B2C购物网站数量增长惊人。人们生活消费习惯的变化是B2C购物网站的重要机遇但也带来了不少挑战。综观我国B2C电商公司的发展现状,如今多数从事B2C电子商务的企业都将精力置于新顾客的开发,而常常忽略对顾客忠诚度的管理。这是我国B2C电子商务企业盈利困难的关键原因。B2C电商企业若是想获得持续的发展,今后必须提高对于顾客忠诚的重视,从而提高自身的市场竞争优势。此外,随着商品经济的进一步发展。现代居民对于产品的独特性和自身契合的要求也越来越高,同时为了获得精神方面的满足,消费者对于商家提供商品的态度以及其接受商品过程中体验的要求也越高。部分学者研究发现通过强化顾客的参与行为能够在—定程度上提高消费者对于商品的认可以及信赖程度,进而形成顾客忠诚。不过,在B2C网络购物的环境下该结论是否成立尚不可知。并且顾客参与对顾客忠诚是有直接作用,还是存在中介因素来对顾客忠诚产生作用尚不明确。据收集和分析相关资料可见,互联网环境具有虚拟性、隐藏性等特点。购物者在进行商品挑选以及货币支付时需要付出比实体交易更大的风险代价,这就说明B2C电子商务公司若想建立和维系好顾客忠诚,良好的顾客关系质量是必不可少的。在网络购物环境中,良好的顾客关系质量是提高顾客忠诚度的关键因素。部分学者研究发现顾客参与到商品或服务的生产和供应中,能利于保持和提高同消费者的关系质量,而顾客关系质量的提升则又能对顾客忠诚产生良好的影响。因此,本文基于对当前国内外相关研究文献的梳理,建立了 B2C网络购物环境下顾客参与、顾客关系质量对顾客忠诚的作用机制,并以此构建了本文的基本研究模型,以B2C电商购物网站的消费者为研究对象进行相应的问卷调查,之后运用SPSS17.0对调查统计的数据进行实证分析。实证结果发现,B2C电子商务模式下顾客参与对顾客关系质量与顾客忠诚存在明显正向影响关系。此外,在B2C网络购物的环境下的顾客关系质量对网络顾客忠诚也存在明显的正相关作用。值得关注的是,通过对实证数据的分析我们发现,网络顾客关系质量在该研究模型中发挥着关键的中介作用。这显示在B2C网购环境下顾客参与不但对顾客忠诚产生直接作用,而且透过网络顾客关系质量对顾客忠诚产生间接影响。之后,本文基于相关研究结果对B2C零售商的经营者提出了具有针对性的营销和管理思考。最后,基于本研究的不足和局限提出今后有价值的研究思路。
[Abstract]:With the emergence and rapid development of Internet technology in modern society, online shopping channels are becoming more and more convenient. In particular, the number of B2C shopping websites is increasing amazingly. The change of people's living and consumption habits is an important opportunity for B2C shopping websites, but it also brings many challenges. Nowadays, most B2C e-commerce enterprises focus on the development of new customers. However, the management of customer loyalty is often neglected, which is the key reason for the difficulty of making profits for B2C e-commerce enterprises in China. If B2C e-commerce enterprises want to get sustained development, they must pay more attention to customer loyalty in the future. In addition, with the further development of the commodity economy, the requirements of modern residents for the uniqueness of their products and their own fit are becoming higher and higher, and in order to obtain spiritual satisfaction, The higher the consumer's attitude towards the business to provide the goods and the higher the demand for the experience in the process of accepting the goods, some scholars have found that by strengthening the customer's participation behavior, the consumer's behavior of goods can be improved to a certain extent. Recognition and degree of trust, However, it is not known whether this conclusion holds in the B2C online shopping environment. Moreover, customer participation has a direct effect on customer loyalty. It is not clear whether there are intermediary factors to influence customer loyalty. According to the collection and analysis of relevant data, the Internet environment is fictitious. When shoppers choose goods and pay money, they have to pay a higher risk price than physical transactions, which means that B2C e-commerce companies want to establish and maintain customer loyalty. Good customer relationship quality is essential. In online shopping environment, good customer relationship quality is the key factor to improve customer loyalty. Some scholars have found that customers are involved in the production and supply of goods or services. It can help to maintain and improve the quality of relationship with consumers, and the improvement of customer relationship quality can have a good impact on customer loyalty. This paper establishes the mechanism of customer participation, customer relationship quality and customer loyalty under B2C online shopping environment, and constructs the basic research model of this paper, taking the consumers of B2C e-commerce shopping website as the research object to carry on the corresponding questionnaire survey. The empirical results show that customer participation has a significant positive impact on customer relationship quality and customer loyalty under B2C e-commerce model. In the B2C network shopping environment, customer relationship quality also has a significant positive correlation with online customer loyalty. It is worth paying attention to, through the analysis of empirical data, we find that, The quality of online customer relationship plays a key role in the research model, which shows that customer participation not only has a direct effect on customer loyalty in B2C online shopping environment, but also plays an important role in customer loyalty. And through the network customer relationship quality has an indirect impact on customer loyalty. Then, based on the relevant research results, this paper puts forward targeted marketing and management thinking for B2C retailers. Based on the shortcomings and limitations of this study, this paper puts forward valuable research ideas in the future.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274

【相似文献】