网购化妆品顾客感知价值对顾客忠诚的影响研究

发布时间：2017-12-31 19:15

本文关键词：网购化妆品顾客感知价值对顾客忠诚的影响研究　出处：《辽宁大学》2015年硕士论文　论文类型：学位论文

【摘要】：互联网技术的不断发展提升了电子商务对于用户的体验,从而正慢慢地改变着人们的生活方式。这种生活方式的改变首先体现在人们的购物行为的改变,那就是人们已经从传统的实体商店购买商品改变为从新型的网络商店购买商品。然而,在互联网上销售商品的电商对于顾客的关注重心往往是吸引了多少的新顾客,更看重成长率而忽视了顾客的忠诚度。但是顾客的忠诚度却是一家企业利润的重要来源,所以实体经济下企业更加看重顾客的忠诚度,而对于电子商务而言,顾客忠诚度同样是其成功的关键因素。顾客的忠诚度对于互联网电商来说是一个重要的目标,对于其持续发展起到了重要的作用。尤其是在市场竞争如此激烈、客流量严重流失的今天,很多企业开始追求顾客忠诚,将提升顾客忠诚作为企业可持续发展的长期战略。驱动顾客忠诚形成的因素有很多方面,之前的研究大都认为是顾客满意的驱动作用,近几年来很多学者将研究视角转移到顾客感知价值上面来,事实也证明,顾客感知价值确实是顾客忠诚的重要源泉。本文将B2C模式运营的化妆品自营网站作为研究对象,分析顾客感知价值对顾客忠诚的影响。在本研究中,将从功能性价值、体验性价值、网站安全性和社会性价值四个维度对顾客感知价值进行衡量,并通过实证分析研究这四个维度对顾客忠诚的影响。本文第一部分主要介绍论文写作的研究背景、现实意义和理论意义以及本文的研究框架和研究方法等;第二部分对顾客感知价值和顾客忠诚的相关文献进行了理论综述;第三部分对本文的相关概念进行了界定,并提出本文写作的理论基础;第四部分提出本文的研究假设并构建研究模型以及研究设计;第五部分主要是对正式调查问卷结果进行了实证分析,验证顾客感知价值各个维度对顾客忠诚的影响;第六部分作为本文的最后一章,总结了本文的研究结论,为提升顾客感知价值提出了营销建议,并在最后指出了本文的研究不足以及以后的改进方向。
[Abstract]:The continuous development of Internet technology to enhance e-commerce for the user experience, which is slowly changing people's way of life. This lifestyle change is reflected in the people's shopping behavior change, that is it has been from the traditional store to buy the goods change to buy goods from the new network store. However, sales of goods on the Internet business for the customer focus is often attracted many new customers, pay more attention to the growth rate and ignore the customer loyalty. But customer loyalty is an important source of profit, so that enterprises in the real economy under the more value of customer loyalty for e-commerce, customer loyalty is also a key factor in its success. Customer loyalty is an important goal for Internet providers, for its continuous development To an important role. Especially in the fierce market competition, serious loss of traffic today, many enterprises began to pursue customer loyalty, will enhance customer loyalty as a long-term strategy for sustainable development of enterprises. The driving factors of customer loyalty formation in many aspects, most previous studies considered the driving effect of customer satisfaction, in recent for years many scholars research to transfer the customer perceived value, in fact, customer perceived value is the source of customer loyalty. The B2C mode of operation of the proprietary cosmetics website as the research object, analysis of the impact of customer perceived value on customer loyalty. In this study, from the functional value. The value of the experience, website security and social value of the four dimensions of customer perceived value measure, and study the four dimensions of customer loyalty by empirical analysis The effect in this paper. The first part introduces the research background of the thesis, the practical significance and the theory significance and the framework of this research and research methods; the second part summarizes the theoretical literature on customer perceived value and customer loyalty; the third part of this paper related concepts were defined, and put forward the theoretical basis of this paper writing; the fourth part puts forward the research hypothesis and constructs the research model and the research design; the fifth part is mainly on the formal questionnaire results of an empirical analysis, verify the effect of customer perceived value of various dimensions of customer loyalty; the sixth part is the last chapter of this article summarizes the conclusions of this study, marketing suggestions put forward to enhance the customer perceived value, and finally pointed out the direction to improve the deficiencies of this study and future.

【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F426.72

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