网店形象对顾客满意与顾客忠诚的影响研究

发布时间：2018-03-05 14:31

本文选题：网店形象　切入点：顾客满意　出处：《上海工程技术大学》2015年硕士论文　论文类型：学位论文

【摘要】：世界经济的不断发展与变迁以及各行业技术的飞跃,刺激电子商务迅速发展。传统经济激烈的竞争也为电子商务带来了新的发展前景。近年来中国以及世界各国的网络购物不断发展,人们的网购知识也逐渐丰富,使得许多学者对研究网络购物产生了浓厚的兴趣。以往的研究发现,在网络购物环境下,顾客满意与顾客忠诚是网店创造价值的主要来源,是网店持续健康发展的重要手段。探究网店形象及其维度对顾客满意、顾客忠诚的影响关系,寻求提升网店形象,提高顾客满意、顾客忠诚的营销策略是本文的主要内容。本文首先从网店形象、顾客满意、顾客忠诚的相关理论得到启发。在以往的研究基础上,结合消费者对网店形象感知而进行的实际访谈分析结果,探讨网店形象的构成因素,将网店形象构成因素归纳为服务形象、价格形象、安全形象、促销形象、网页形象、简便形象与操作形象。同时建立网店形象、顾客满意、顾客忠诚的研究模型及提出研究假设。本文采用SPSS19.0统计分析软件,对网上商店的形象及其维度对顾客满意、顾客忠诚的影响进行理论和实证分析,研究结果包括以下内容:1、提出网店形象的7个构成维度,分别是服务形象、价格形象、安全形象、网页形象、促销形象、操作形象与简便形象。2、网店形象对顾客满意有着正向的影响。其中价格形象、安全形象、简便形象、操作形象、服务形象、促销形象对于顾客满意均具有高度的影响作用,而网页形象则对顾客满意无显著影响。3、网店形象对顾客忠诚有着正向影响。其中安全形象、网页形象、操作想、服务形象对于顾客忠诚均具有高度的影响作用,而价格形象、简便形象、促销形象则无显著影响。4、顾客满意对顾客忠诚有着显著影响。5、顾客满意在网店形象与顾客忠诚之间有着中介作用。本文对研究结果进行总结及分析并结合目前电子商务发展的实际情况,为提升网店总体形象、提高顾客满意度及顾客忠诚度、为网店持续健康发展提出有价值的营销策略。
[Abstract]:The continuous development and changes of the world economy and the leaps and bounds of various industries and technologies, Stimulating the rapid development of electronic commerce. The fierce competition of traditional economy has also brought new prospects for the development of electronic commerce. In recent years, with the continuous development of online shopping in China and other countries around the world, people's online shopping knowledge is gradually enriched. Previous studies have found that customer satisfaction and customer loyalty are the main sources of value creation in online shopping environment. It is an important means for the sustainable and healthy development of online store. To explore the influence of online store image and its dimensions on customer satisfaction, customer loyalty, seek to improve the image of online store, improve customer satisfaction, The marketing strategy of customer loyalty is the main content of this paper. Firstly, this paper is inspired by the related theories of online store image, customer satisfaction and customer loyalty. Combined with the actual interview and analysis results of consumers' perception of online store image, this paper discusses the composing factors of online store image, and concludes the factors of online store image as service image, price image, safety image, promotion image, web image, etc. At the same time, the research model of online store image, customer satisfaction, customer loyalty and research hypotheses are established. This paper adopts SPSS19.0 statistical analysis software to satisfy the image and dimension of online store. The influence of customer loyalty is analyzed theoretically and empirically. The research results include the following content: 1. It puts forward seven dimensions of online store image, which are service image, price image, security image, web image, promotion image, etc. Operation image and simple image. 2. Net store image has a positive influence on customer satisfaction. Among them, price image, safety image, simple image, operation image, service image, promotion image all have high influence on customer satisfaction. On the other hand, the image of web page has no significant influence on customer satisfaction. 3. The image of online store has a positive effect on customer loyalty. Among them, the image of security, the image of web page, the image of operation, the image of service have a high influence on customer loyalty, while the image of price has a high influence on customer loyalty. Simple image, Promotion image has no significant influence on. 4, customer satisfaction has significant influence on customer loyalty. Customer satisfaction plays an intermediary role between online store image and customer loyalty. This paper summarizes and analyzes the research results and combines with current electricity. The actual situation of the development of sub-commerce, In order to improve the overall image of online store, improve customer satisfaction and customer loyalty, put forward valuable marketing strategy for the sustainable and healthy development of online store.
【学位授予单位】：上海工程技术大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.36

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