电子商务环境下顾客感知风险对关系质量的影响研究

发布时间：2018-04-28 20:38

本文选题：顾客感知风险 + 关系质量　；参考：《中北大学》2014年硕士论文

【摘要】：互联网技术无可争议的成为21世纪影响经济和社会最深远的技术之一，随着互联网技术的发展，电子商务的竞争越来越激烈，除了在价格，品质等方面的竞争外，，拥有忠实的客户，将会在很大程度上提高企业的竞争优势，然而电子商务给企业带来发展机会的同时也带来了一定的挑战风险，如何在电子商务环境中赢得顾客信任、与顾客建立长期关系，是企业在竞争中的一直研究的热点问题。本研究以电子商务环境为背景，运用理论研究和实证研究相结合的方法，以感知风险和关系质量理论为指导，提出电子商务环境下顾客感知风险与关系质量的维度，建立顾客感知风险对关系质量的影响模型，运用SPSS软件进行数据分析，得出满意、信任、承诺的回归模型，并验证假设。本文首先对顾客感知风险、关系质量的含义进行了界定，并结合电子商务环境的特点，确定顾客感知风险与关系质量的维度，然后，在系统分析顾客感知风险对关系质量的影响基础上，将顾客感知风险划分为财务风险、功能风险、隐私风险、服务风险、运输风险、时间风险六个维度，并将这六个维度细化分为21个指标，将关系质量划分为满意、信任、承诺三个维度，并细化为10个指标，引入人口统计变量（性别、年龄、教育程度、职业、月收支、年网购次数、年网购金额、网购商品类型）作为调节变量，构建顾客感知风险对关系质量的影响模型。在建立模型的基础上设计了调查问卷，在山西省太原地区发放300份问卷进行调查。运用SPSS软件对232份有效问卷中的数据进行了分析与验证，研究发现顾客感知风险对关系质量呈负相关关系，顾客感知风险中的功能风险及财务风险对关系质量影响最大，其他风险因素从大到小排列顺序依次为服务风险、隐私风险、运输风险、时间风险；人口统计变量对顾客感知风险与关系质量均有影响，并根据研究结果提出了相关建议。
[Abstract]:Internet technology has become one of the most profound technologies affecting economy and society in the 21st century. With the development of Internet technology, the competition of electronic commerce is becoming more and more fierce, except in the aspects of price, quality and so on. Having loyal customers will improve the competitive advantage of enterprises to a great extent. However, electronic commerce brings development opportunities to enterprises, but also brings some challenge risks, how to win customer trust in e-commerce environment. Establishing long-term relationship with customers is a hot issue in competition. Based on the background of electronic commerce environment, this paper uses the method of combining theoretical research and empirical research, and under the guidance of perceived risk and relationship quality theory, puts forward the dimension of customer perceived risk and relationship quality under the environment of electronic commerce. The influence model of customer perceived risk on relationship quality is established, and the regression model of satisfaction, trust and commitment is obtained by using SPSS software, and the hypothesis is verified. In this paper, the meaning of customer perceived risk and relationship quality is defined, and the dimensions of customer perceived risk and relationship quality are determined according to the characteristics of e-commerce environment. On the basis of systematic analysis of the influence of customer perceived risk on relationship quality, customer perceived risk is divided into six dimensions: financial risk, functional risk, privacy risk, service risk, transportation risk and time risk. The six dimensions were divided into 21 indicators, and the relationship quality was divided into three dimensions: satisfaction, trust, commitment, and 10 indicators. The demographic variables (sex, age, education, occupation, monthly income and expenditure) were introduced. The influence model of customer perceived risk on the relationship quality is constructed as adjusting variables such as the number of times of online purchase, the amount of online purchase and the type of goods purchased online. A questionnaire was designed based on the model and 300 questionnaires were distributed in Taiyuan area of Shanxi Province. The data of 232 valid questionnaires are analyzed and verified by SPSS software. The results show that customer perceived risk is negatively related to relationship quality, and the function risk and financial risk of customer perceived risk have the greatest influence on relationship quality. The order of other risk factors from large to small is service risk, privacy risk, transportation risk, time risk; demographic variables have influence on customer perceived risk and relationship quality.
【学位授予单位】：中北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.55

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