网购手机服务质量与顾客满意及重购意向关系研究

发布时间：2018-02-26 03:34

本文关键词： 网购手机电子服务质量顾客满意顾客重购意向　出处：《天津师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：据第33次中国互联网络发展状况统计报告,截至2013年12月,我国网络购物用户规模己达到3.02亿人,较上年增长24.7%,用户规模持续高速增长。据2013年(上)中国网络零售市场数据监测报告,2013上半年我国网购售市场交易规模占社会消费品零售总额的6.8%,网络零售已成为国内消费增长的重要来源。而国内电商网站经过前几年激烈的价格战后,面对激烈的市场竞争,了解网购环境下顾客满意及顾客重购意向的因素,制定合理的营销策略势在必行。 .本文在回顾前人研究成果的基础上,运用企业网站三阶段服务质量测量量表,根据网购手机的实际情况对量表进行调整,并根据相关文献回顾提出了本文针对电子服务质量、顾客满意与顾客重购意向的研究模型与假设。经过预调研对量表实施净化后,本文利用SPSS19.0对量表进行了信度与效度分析,结果证明量表可靠合理。探索性因子分析结果显示售前质量包括网站设计和网站信息两个维度,售中质量包括交易沟通、沟通诚信、网站安全和交易信息四个维度,售后质量包括可靠性和人性化两个维度。通过相关分析及结构方程模型检验,本文得出如下结论：(1)电子服务质量及各阶因子与顾客满意和顾客重购意向显著正相关；(2)售前、售中和售后质量作为前因变量,可以显著正向影响顾客满意,影响程度排序为售后质量、售中质量、售前质量；(3)顾客满意作为前因变量显著正向影响顾客重购意向；(4)售前、售中和售后质量都可以通过顾客满意间接影响顾客重购意向,此外,售后质量可以直接正向影响顾客重购意向,三阶段服务质量对顾客重购意向的总影响排序为售后质量、售中质量和售前质量。最后,本文依据实证研究结果对手机零售电商提出了合理化建议,以帮助企业通过针对性改进服务质量提高顾客满意度,促进顾客重购意向。
[Abstract]:According to the 33rd China Internet Development Statistics report, as of December 2013, the number of online shopping users in China has reached 302 million. According to the data monitoring report of China's online retail market in 2013 (first), China's online retail market transactions accounted for 6.8 percent of the total retail sales of consumer goods in the first half of 2013. Is an important source of domestic consumption growth. And after a fierce price war in previous years, domestic e-commerce websites, In the face of fierce market competition, it is imperative to make reasonable marketing strategy to understand the factors of customer satisfaction and customer repurchase intention in online shopping environment. On the basis of reviewing the previous research results, this paper uses the three-stage service quality measurement scale of enterprise website, adjusts the scale according to the actual situation of online mobile phone, and puts forward this paper aiming at the electronic service quality according to the related literature review. Model and hypothesis of customer satisfaction and customer repurchase intention. After pre-investigation and purification of the scale, the reliability and validity of the scale were analyzed by SPSS19.0. The results of exploratory factor analysis showed that pre-sale quality included two dimensions of website design and website information, and the quality of sale included four dimensions: transaction communication, communication integrity, website security and transaction information. After-sale quality includes two dimensions: reliability and humanization. Through correlation analysis and structural equation model test, this paper draws the following conclusion: 1) the quality of electronic service and various factors are significantly positively correlated with customer satisfaction and customer repurchase intention before sale. As a front dependent variable, the quality after sale and after sale can significantly positively affect customer satisfaction, and the order of influence is after-sale quality, in-sale quality, pre-sale quality, etc.) customer satisfaction, as a pre-dependent variable, significantly positively affects customer re-purchase intention before sale. Both during and after sale quality can indirectly influence customer re-purchase intention through customer satisfaction. In addition, after-sale quality can directly positively affect customer re-purchase intention. The total effect of three-stage service quality on customer re-purchase intention is ranked as after-sale quality. In-sale quality and pre-sale quality. Finally, based on the results of empirical research, this paper puts forward some reasonable suggestions for mobile phone retail e-commerce, in order to help enterprises improve service quality to improve customer satisfaction and promote customer repurchase intention.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F274;F426.63

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