虚拟社区对B2C电子商务客户E-忠诚度的影响研究

发布时间：2018-04-22 21:19

本文选题：虚拟社区 + B2C电子商务　；参考：《北京邮电大学》2012年硕士论文

【摘要】：虚拟社区的存在,促使人们开始在数字空间中交流共享有价值的信息,发挥现实社区所不及的影响力。新一轮的电子商务浪潮正推动整个网络经济的快速发展,大型B2C网站已投入对自有社区的建设,借此提高企业的客户忠诚。在此背景下,本文正要将虚拟社区与电子商务E-忠诚结合起来分析,探讨虚拟社区对B2C电子商务客户E-忠诚的影响机制。本文在总结学术界关于E-忠诚模型研究的基础上,对传统线下消费者忠诚的影响因素、B2C电子商务客户忠诚的影响因素以及虚拟社区对客户满意的影响因素进行过滤融合,构建本文的研究模型,从网站设计和虚拟社区感两个方面进行研究,探究虚拟社区感的四个维度对E-忠诚度的影响,以更好地诠释B2C电子商务网站中虚拟社区对客户忠诚度的影响机制,为B2C电子商务虚拟社区的实践提供理论基础。本文在理论研究之上又进行了数据求证,得出虚拟社区对B2C电子商务客户E-忠诚影响关系的结论：首先,对于一个B2C电子商务网站,其用户接口质量是直接影响客户信任的因素。其次,从虚拟社区感的四个维度来说,成员对社区的归属感能提高客户对网站的信任,社区对成员的需求满足和成员影响力的形成直接影响客户的转换成本。最后,客户的信任加上转化成本的提高进而能保持网站客户的E-忠诚度。为了使研究更具实践意义,本文在得出结论的基础上,针对性的给出实施建议,同时也提出了本文的研究的不足之处,为下一步的研究提供方向。
[Abstract]:With the existence of virtual community, people begin to exchange and share valuable information in digital space. The new wave of e-commerce is promoting the rapid development of the entire network economy. Large B2C websites have invested in the construction of their own communities, thereby enhancing the customer loyalty of enterprises. Under this background, this paper is going to combine virtual community with E-commerce E- loyalty, and discuss the influence mechanism of virtual community on B2C E-commerce customer E- loyalty. On the basis of summarizing the research of E- loyalty model in academic circles, this paper filters and fuses the influencing factors of customer loyalty of B2C e-commerce and the influence factors of virtual community on customer satisfaction. Based on the research model of this paper, this paper explores the influence of four dimensions of virtual community on E- loyalty from two aspects: website design and virtual community feeling. In order to better explain the influence mechanism of virtual community to customer loyalty in B2C e-commerce website, it provides a theoretical basis for the practice of B2C e-commerce virtual community. On the basis of theoretical research, this paper makes data verification, and draws the conclusion that virtual community influences the relationship between E- loyalty of B2C e-commerce customers: first, for a B2C e-commerce website, The quality of user interface is the factor that directly affects customer trust. Secondly, from the four dimensions of virtual community sense, members' sense of belonging to the community can improve the customer's trust in the website, and the community's satisfaction for the members' needs and the formation of the member's influence directly affect the customer's conversion cost. Finally, the trust of the customer and the increase of the cost of conversion can maintain the E- loyalty of the website customer. In order to make the research more practical significance, this paper, on the basis of the conclusion, gives the implementation recommendations, but also puts forward the deficiencies of this study, which provides a direction for the next research.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：TP393.09

【参考文献】