团购网站用户体验、顾客信任和顾客忠诚的关系研究

发布时间：2018-10-25 13:37

【摘要】：近年来,随着我国电子商务的迅猛发展和消费者团购意识的不断普及,我国团购市场得到了快速发展,团购网站的种类和数量也层出不穷。在激烈的竞争中,团购网站要想提高其核心竞争力,关键因素就在于增加团购网站顾客信任度和忠诚度。同时,随着体验经济的兴起,人们的关注度也在转变,从以前的关注产品和服务到现在更多的去关注对消费过程的感知。用户体验可以说是团购网站的生命线,成为了团购网站留住老顾客、开发新顾客的重要手段。因此,研究团购网站用户体验、顾客信任和顾客忠诚之间的关系,不仅有利于丰富用户体验的理论研究,更重要的是能对团购网站快速发展提供指导,培育顾客信任,有效的维护老顾客,拓展新用户。首先,本文通过对国内外相关文献进行梳理,根据团购网站线上线下相结合的特点,从整体体验角度将团购网站用户体验从线上延伸至线下,确立了团购网站用户体验、顾客信任和顾客忠诚之间关系的作用机理。然后,设计调查问卷,调查对象是苏南地区(苏、锡、常)近一年内在团购网站上购买过服务产品,并去线下实体店进行消费的用户。运用预调研,对量表的信度及效度进行分析,确定最终问卷并运用问卷星调查软件展开调查。研究结果表明:团购网站用户体验对顾客信任、顾客忠诚均存在着显著的正向影响。其中,团购网站用户体验的消费前体验、核心消费体验和消费后体验三个维度与顾客信任显著正相关,消费前体验、购买体验和消费后体验对顾客忠诚显著正相关。实证结果还显示,顾客信任在团购网站用户体验及顾客忠诚之间起部分中介作用。此外,职业、网龄、日均上网时间、团购历史对各研究变量的影响差异性不大,但是性别、年龄、受教育程度、月收入则对各研究变量的影响存在着一定差异。最后,针对研究结果,提出有利于提升团购网站用户体验感知度的建议。
[Abstract]:In recent years, with the rapid development of electronic commerce and the popularization of consumers' group purchase consciousness, the group purchase market in our country has been developing rapidly, and the types and quantity of group purchase websites have emerged endlessly. In the fierce competition, the key factor of group-buying website to improve its core competitiveness lies in increasing customer trust and loyalty. At the same time, with the rise of experience economy, people's attention is also changing, from the previous focus on products and services to pay more attention to the perception of the consumption process. The user experience can be said to be the lifeline of the group purchase website, which has become an important means for the group purchase website to retain the old customers and develop new customers. Therefore, the study of the relationship between customer experience, customer trust and customer loyalty is not only helpful to enrich the theoretical research of user experience, but also can provide guidance for the rapid development of group purchase website and foster customer trust. Effective maintenance of old customers and expansion of new users. First of all, this article through the domestic and foreign related literature combing, according to the group purchase website line and the offline combination characteristic, from the overall experience angle extends the group purchase website user experience from the line to the line, has established the group purchase website user experience. The mechanism of the relationship between customer trust and customer loyalty. Then, the questionnaire is designed to investigate the customers who have purchased the service products on the group purchase website in the past year in the south of Jiangsu province (Su, Xi, Chang), and went to the offline physical stores to consume. The reliability and validity of the scale were analyzed by pre-survey, and the final questionnaire was determined and investigated with the software of questionnaire star. The results show that there are significant positive effects on customer trust and customer loyalty. Among them, the pre-consumption experience, core consumption experience and post-consumption experience of group purchase website user experience are significantly positive correlation with customer trust, pre-consumption experience, purchase experience and post-consumption experience have significant positive correlation with customer loyalty. The empirical results also show that customer trust plays an intermediary role between customer experience and customer loyalty. In addition, the influence of occupation, net age, daily average online time, group purchase history on each research variable is not different, but gender, age, education level and monthly income have some differences on each research variable. Finally, based on the research results, some suggestions are put forward to improve the user experience perception of group-buying websites.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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