感知风险视角下关系质量对消费者交叉购买意向影响研究

发布时间：2018-04-21 21:57

本文选题：交叉购买 + 关系质量　；参考：《重庆工商大学》2013年硕士论文

【摘要】：餐饮业是世界上最古老、最活跃，与人民生活紧密相关的行业，也是我国近几年发展最快的行业之一。伴随着改革开放带来的经济发展以及消费者消费观念变化，餐饮业也在经历着不断的变革。新餐饮业态层出不穷，一些大型、综合性的连锁餐饮品牌逐渐占据餐饮市场主导地位。肯德基、麦当劳、必胜客等国际快餐品牌以各种形式进入中国市场，中国本土品牌如永和大王、乡村基等也迅速崛起。各种地方特色的小吃、餐馆和酒店也随着社会的进步和发展、文化的交互沟通和繁荣从而在全国风靡，中国餐饮业的竞争愈加激烈。在市场逐渐饱和的情况下，商家的市场竞争战略逐渐从占据市场份额逐步转向占据消费者份额。在餐饮消费过程中，我们经常会经历或看到这样的现象：消费者在一家餐饮店消费一种或一些菜品之后又会有意识或无意识地购买其他菜品、小吃或主食。我们把消费者类似这样行为称为交叉购买。消费者的交叉购买能够使餐饮商增加来自现有消费者的收入贡献，消费者的交叉购买已经成为争取消费者份额的一大来源。对企业收入增长而言，在许多情况下，与获取新消费者相比，促进现有消费者交叉购买是一个更好的选择。从消费者角度出发，识别交叉购买驱动因素，锁定正确的消费者，交叉销售的有效性会得到大大提高。交叉购买会导致更高的收益、市场份额和消费者价值。因此，近些年交叉购买不断为学术界所关注，在企业与消费者关系研究及其实践中越来越受重视，尤其在关系营销研究领域当中。随着近年来一系列安全事件的曝光，人们仿佛正经历着一场安全危机，很多消费者对于当前的消费环境没有安全感。在这种环境下，消费者的购买意向受到感知风险的影响变的更加明显，成为解释消费者行为的重要因素。消费者改变、推迟或者取消购买，很大程度上受到感知风险的影响。中国由于本身市场环境的差异，消费者在购买时感觉到的风险更高。因此如何有效降低消费者购买前的感知风险，促进消费者的购买行为，对于企业来说至关重要。以往学者们主要从增加消费者购买后结果的确定性和减少由于购买所造成的损失程度两个角度来研究降低消费者感知风险的策略。然而在关系营销愈发重要的今天，企业也需要与时俱进，更多地从关系营销中消费者的角度来考虑企业运营问题，曾有学者研究指出，良好的关系质量能够降低消费者购买前的感知风险。因此，本文将以我国餐饮业为研究背景，从感知风险的视角下，研究关系质量对消费者交叉购买意向的影响。本文首先通过文献检索和阅读，明确关系质量、消费者感知风险和消费者交叉购买的具体含义，并提炼出它们所包含的维度，通过问卷调研，收集一手数据，利用科学统计的方法，对关系质量各维度分别与消费者感知风险、消费者交叉购买意向之间的关系进行分析，，以期从结果中得到营销启示，最终为企业降低消费者感知风险、促进消费者交叉购买提出合理化、多元化的建议。研究从理论模型与假设出发，最终通过实证分析得出了关系质量各维度对消费者感知风险的影响作用，以及消费者感知风险对消费者交叉购买意向的影响，并通过数据证实了关系质量中的哪些要素对于消费者感知风险的影响更为显著，对于促进消费者交叉购买意向发挥更大作用，从研究结果中获得的营销启示，为企业的营销管理提供了一些参考。本文中关系质量与消费者感知风险影响消费者交叉购买意向的理论模型，不仅对于我国餐饮业研究具有理论指导意义，研究方法和研究过程对于其他服务行业，甚至对制造业也同样具有借鉴意义。
[Abstract]:Catering industry is the oldest and most active industry in the world, which is closely related to the people's life. It is also one of the fastest growing industries in recent years. With the economic development of the reform and opening up and the change of consumer's consumption concept, the catering industry is also undergoing continuous changes. The new catering industry is emerging in an endless stream, some large and comprehensive companies. Kentucky, McDonald's, Pizza Hut and other international fast food brands have entered the Chinese market in various forms. Chinese local brands, such as Yonghe, and rural base, have also risen rapidly. The local snacks, restaurants and hotels also develop and communicate with the society as well as the development of the society. Prosperity has become popular throughout the country, and the competition in China's catering industry is becoming increasingly fierce. As the market is saturated, the market competition strategy of merchants gradually shifts from occupying market share to occupying consumer share.
In the course of food consumption, we often experience or see the phenomenon that consumers buy other dishes, snack or staple food consciously or unconsciously after the consumption of one or more dishes in a restaurant. As a result of the income contribution of existing consumers, consumers' cross purchase has become a major source of consumer share. In terms of income growth, in many cases, it is a better choice to promote existing consumers to cross purchase than to obtain new consumers.
From a consumer point of view, identifying cross purchase drivers and locking the right consumers, the effectiveness of cross selling will be greatly improved. Cross purchase will lead to higher earnings, market share and consumer value. Therefore, cross purchase has constantly been paid attention to in the academic world in recent years, and in the research and practice of the relationship between enterprises and consumers More and more attention has been paid to it, especially in the field of relationship marketing.
With the exposure of a series of security incidents in recent years, people seem to be experiencing a security crisis, and many consumers have no sense of security in the current consumer environment. In this environment, consumers' purchase intentions are more obvious influenced by perceived risk, becoming an important factor in the release of consumer behavior. Late or cancelled purchases are largely influenced by perceived risk. China feels more risky when buying its own market environment. Therefore, it is crucial for the enterprise to effectively reduce the perceived risk before the purchase of the consumer and promote the consumer's purchase behavior.
In the past, scholars have mainly studied the strategies to reduce the perceived risk of consumers by increasing the certainty of the results after the purchase of consumers and reducing the degree of loss caused by the purchase. However, the enterprises need to keep pace with the times and consider more from the perspective of the consumer in the relationship marketing. Some scholars have pointed out that good relationship quality can reduce the perceived risk before consumers' purchase. Therefore, this paper will study the influence of relationship quality on consumer cross purchase intention from the perspective of perceived risk.
First of all, through literature retrieval and reading, the specific meaning of relationship quality, consumer perceived risk and consumer cross purchase is defined, and the dimensions are extracted. Through questionnaire survey, one hand data are collected, and the methods of scientific statistics are used to cross purchase the consumers' perceived risk and consumers' perceived risk. The relationship between intentions is analyzed in order to get Marketing Inspiration from the results, and finally to reduce the perceived risk of the consumer and promote the rationalization and diversification of consumers' cross purchase.
From the theoretical model and hypothesis, the study finally through the empirical analysis of the impact of the relationship quality dimensions on consumer perceived risk, and the impact of consumer perceived risk on consumer cross purchase intention, and through data confirmed which factors in the relationship quality have more significant impact on consumer perceived risk. As for the promotion of consumer cross purchase intention, the Marketing Inspiration obtained from the research results provides some reference for the marketing management of the enterprise. The theoretical model of relationship quality and consumer perceived risk affecting consumer cross purchase intention is not only theoretical guiding significance for the research of Chinese catering industry in this paper. The research method and research process can also serve as reference for other service industries and even for manufacturing industry.

【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.55;F719.3

【参考文献】