大型传统零售商消费者粘性影响因素研究

发布时间：2018-03-02 12:43

本文选题：消费者粘性　切入点：粘性影响因素　出处：《浙江财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：网上零售市场的高速发展使传统零售商陷入尴尬窘境：消费者在实体店挑选商品，转身却从网上购买，零售商的线下实体店成了商品展厅，消费者将电商的威胁直接带到传统零售业。在这种情形下，传统零售商纷纷“触网”--开通网上零售业务，以期寻求转型。自建电商平台似乎成了众多大型传统零售商弯道超车的一种方式，但结果差强人意。国美集团在集团业绩出现巨额亏损时，将本来要大力发展的电商公司大幅度裁员；苏宁易购连续亏损两年，并在激烈的价格大战中，吞噬了线下实体店贡献的利润；银泰网高速发展，但仍在摸索阶段。传统零售商的转型之路究竟如何走？本文认为传统零售商寻求转型，，所要解决的无外乎两个问题：其一是吸引新生力量，吸附线上消费群体；其二是黏着以往线下老客户，为他们转为线上消费提供良好平台，归根结底为增加消费者粘性问题。消费者粘性是消费者重复访问或延长在特定网站持续停留时间意愿，但是，以往学者们对消费者粘性影响因素的研究重点放在线上因素的考虑上，本文以大型传统零售商为研究对象，从线上和线下两方面，站在消费者的角度对粘性影响因素展开全面地实证研究。本文以Kurniawan提出的在线零售商消费者粘性模型为基础，选取社区卷入、网站吸引力、便利、娱乐和顾客满意为线上消费者粘性影响因素。同时，充分考虑大型传统零售商及消费者行为特征，借鉴以往研究成果，选取声誉与规模感知、转换成本和线下信任为线下消费者粘性影响因素。在此基础上，采用消费者访谈和问卷调查等方法收集第一手资料和数据，应用SPSS统计软件对数据进行描述性统计、信度与效度、独立样本T检验，单因子变异数分析，以及相关与多元线性回归、路径分析等一系列分析、检验。通过实证研究发现：（一）线上的网站吸引力、网站创造的社区氛围、在线商店提供的便利，以及网站的娱乐方面、网站满意度都会对消费者粘性带来积极影响。但是，娱乐性对消费者粘性倾向的解释力远远高于顾客满意对粘性倾向的解释力。（二）线下的声誉与规模感知、转换成本和信任就解释了消费者粘性倾向的44.9%的方差；线下的三个因素与线上的五个因素一起解释了消费者粘性倾向的56.3%的方差，可见，线下因素对消费者粘性的影响不容忽视。（三）不仅网站吸引力、网站便利性能够导致顾客对网站的满意，对零售商线下积累多年的声誉、规模的感知同样能够影响消费者对网站的满意度。而且，它对顾客满意的解释力大于网站吸引力、网站便利性对顾客满意的解释力，可见，消费者对线下因素的感知会影响线上的感受。因此，企业应采取相应对策：（一）重视电子商务技术的开发，着重在网站互动性、分享性等功能，体现购物网站的娱乐价值。对大型传统零售商而言，本文认为增加网站的娱乐价值需要分两步走：先汇聚人气再改善内容。（二）继续引进优秀品牌的同时，加快对自有品牌的扶植力度。在影响消费者粘性的线下因素中，零售商的规模和声誉是影响消费者信任的最重要因素之一，通过消费者信任间接影响消费者粘性。因此，塑造优秀的品牌和扩大公司规模成为提高消费者信任的一个途径。（三）提升消费者转换成本。评估如果自己的客户转投竞争对手，在经济和情感方面将有哪些损失，要认识到这种成本不仅仅是经济上的，也是情感上的，即本文中提到的关系转换成本，消费者更看重原零售商的服务人员，与他们相处更自然。同时，对潜在新客户降低“转入”成本。（四）回归零售本源，提供物美价廉的产品和尊贵的服务。在此基础上再去提高消费者线下的购物体验，百货商场向购物体验中心转型；超市可以嵌入医疗保健中心等等。消费者会将线下的认知与情感带进其网站消费中，对消费者粘性造成积极影响。作者期望通过本文研究，对消费者粘性影响因素理论模型的构建有所创新，获得的研究具有一定的理论与实践意义，特别是对传统大型零售商的电商转型提供有益借鉴。
[Abstract]:The rapid development of the online retail market in the traditional retailers in an awkward dilemma: consumers choose goods in the store, and was purchased from the online retailers, offline store become a commodity exhibition, business consumers will threat directly to the traditional retail trade. In this case, traditional retailers have "net" - the opening of online retail business, in order to seek transformation. Self business platform seems to have become a means for many large traditional retailers overtaking, but the result just passable. The group of the United States suffered huge losses in the group's performance, greatly to the electricity supplier companies will need to vigorously develop the layoffs; suning.com losses for two consecutive years, and in the fierce price war. Swallowed the store offline profit contribution; intime network rapid development, but is still in the exploratory stage. The traditional retailers in the transformation of the way how to go?
This paper holds that the traditional retailers to seek transformation, two problems need to be solved there: one is to attract new strength, adsorption online consumer groups; the second is the adhesive line under the past old customers, to provide a good platform for online consumer, after all to increase consumer stickiness problem. Consumer stickiness is consumer repeat visits or extension the residence time will continue, but at a particular site, past scholars research focus on consumer viscous effect factors on the line factors, based on the large traditional retailers as the research object, from the two aspects of online and offline, the consumer's point of view of empirical research on the influencing factors of comprehensive viscous.
The online retailer consumer stickiness model proposed by Kurniawan based on the selection of community involvement, site attraction, convenience, entertainment and customer satisfaction for the online consumers' stickiness factors. At the same time, considering the large traditional retailers and consumer behavior characteristics, reference the results of previous studies, select the reputation and scale of perception, switching cost and trust for the line under the influence of factors of consumers' stickiness line. On this basis, the consumer interviews and questionnaire to collect first-hand information and data, using SPSS statistical software for descriptive statistics on the data, the reliability and validity of independent samples T test, one-way ANOVA, and multiple regression and correlation analysis, a series of path analysis and test. The empirical study found that: (a) online web site to create attractive atmosphere of the community, to provide convenience to the store in the line. And the entertainment website, website satisfaction will bring a positive impact on consumers' stickiness. However, the explanatory power of the consumer entertainment tendency is much higher than the viscosity of customer satisfaction on the viscous tendency explanation. (two) reputation under the line and scale of perception, switching cost and trust could explain 44.9% of the variance of consumers' stickiness tendency five of the three factors; the line and the next line together with the explained variance, the tendency of consumers' stickiness 56.3% visible, the line under the influence of factors on consumers' stickiness can not be ignored. (three) the website not only attractive, the convenience of website can lead to customer satisfaction to the website, the retailer accumulated over the years under the line of reputation. The scale of perception can also impact on the consumer satisfaction website. Furthermore, it explained to the customer satisfaction is greater than the site attractive, the convenience of website on customer satisfaction in the explanatory power of visible, Consumers' perception of offline factors will affect the perception on the line. Therefore, enterprises should take corresponding countermeasures:
First, we must attach importance to the development of e-commerce technology, focusing on website interaction and sharing functions, reflecting the entertainment value of shopping websites. For large traditional retailers, we believe that increasing the entertainment value of websites needs two steps: first, gather popularity and improve content.
(two) continue to introduce the brand at the same time, speed up its own brand support efforts. In influencing consumers sticky line factors, the retailer's size and reputation is one of the most important factors influencing consumer trust, through consumer trust indirectly affect consumers' stickiness. Therefore, create excellent brand and expand the scale of the a way of consumer trust.
(three) to enhance the consumer switching costs. Assessment if their customers to competitors, which will be a loss in economic and emotional aspects, to realize that this is not just the cost of the economy, but also emotional, namely the relationship mentioned in this article, switching costs, consumers pay more attention to the retailer's service personnel, along with them more natural. At the same time, the potential new customers "to reduce costs.
(four) return to the retail source, provide high quality and inexpensive products and distinguished service. On this basis to improve the consumer online shopping experience, department stores to experience shopping center transformation; supermarket can be embedded into the medical care center and so on. Consumers will be brought into the cognitive and emotional consumer website offline, have a positive impact on consumers' stickiness.
The author hopes that through the research of this paper, we can innovate the theoretical model of influencing factors of consumer sticky. The research obtained has certain theoretical and practical significance, especially for the traditional large retailers' transformation of e-commerce.

【学位授予单位】：浙江财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.2;F713.55

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