网站服务质量对网站粘性的影响及作用路径研究

发布时间：2018-05-06 07:07

本文选题：网站服务质量 + 认知介入　；参考：《安徽工业大学》2015年硕士论文

【摘要】：互联网技术的不断扩散和渗透不仅形成了我国庞大的网络用户群体,同时也深刻改变了传统的消费习惯和购买行为。在此背景下,我国网络购物市场近年来实现了持续高速增长。伴随着网络购物市场的繁荣,互联网又使得消费者相对容易地从一个网站转向另一个提供相似产品或服务的网站,但是,为什么有些消费者会长期“粘附”在某些购物网站,并没有转向其他提供相似产品或服务的竞争性网站?电子商务企业要想在激烈的市场竞争中生存与发展,创造顾客粘性是保留长期顾客和维持竞争优势的关键。因此,如何吸引顾客的注意并将他们粘附于自己的网站,已经成为网站开发者和管理者最关切的问题。加强网站粘性是电子商务企业建立网上顾客忠诚和长期竞争优势的关键。互联网使得电子商务企业实施价格和质量差异化战略的收益不断降低,网站服务质量在竞争中的重要性更加突显。网站服务质量不仅为消费者理性判断提供依据,更为其在购物过程中创造了心理满足感和愉悦感。然而,考虑到网络购物的便利性、在线商家选择的广泛性以及消费者购买行为的多变性,使电子商务企业在创造网站粘性时面临更大困难和更高成本。本文针对B2C电子商务网站作为研究对象,并且基于应用环境心理学中的“刺激-有机体-反应”模型,分析和检验B2C购物网站服务质量(包括响应性、补救性、个性化和可靠性)通过消费者的网站介入(包括认知介入和情感介入)对网站粘性的影响机理。使用结构方程模型的方法对177个样本数据进行了验证性因子分析,结果表明,网站服务质量虽然对消费者网站粘性没有显著的直接影响,但与消费者对网站的认知介入和情感介入存在显著的正相关关系,同时认知介入和情感介入都对网站粘性产生显著的积极影响,从而验证了网站介入对网站服务质量与网站粘性之间关系的完全中介效应。此外,本研究检验了认知需要和转换成本的调节效应,研究结果表明,认知需要对网站服务质量与网站介入关系有部分显著调节效应,财务转换成本对情感介入与网站粘性间关系有显著的调节效应。研究结果不仅丰富了有关网站粘性前因及形成过程的研究,还为在线零售商有效设计顾客保留战略、提升网站粘性提供了决策依据。
[Abstract]:The continuous diffusion and penetration of Internet technology not only form a huge network user group, but also profoundly change the traditional consumption habits and purchase behavior. Under this background, our country network shopping market has realized the sustained high-speed growth in recent years. With the boom of the online shopping market, the Internet has made it relatively easy for consumers to switch from one website to another offering similar products or services. However, why do some consumers "stick" to certain shopping sites for a long time? Have you not turned to other competitive sites offering similar products or services? If e-commerce enterprises want to survive and develop in the fierce market competition, creating customer stickiness is the key to retain long-term customers and maintain competitive advantage. Therefore, how to attract customers' attention and attach them to their own websites has become a major concern of website developers and administrators. Strengthening website stickiness is the key for e-commerce enterprises to establish online customer loyalty and long-term competitive advantage. The Internet makes the benefit of the price and quality differentiation strategy of e-commerce enterprises decrease continuously, and the importance of website service quality in the competition becomes more and more prominent. The website service quality not only provides the basis for consumers' rational judgment, but also creates psychological satisfaction and pleasure in the process of shopping. However, considering the convenience of online shopping, the wide choice of online merchants and the variability of consumers' purchasing behavior, e-commerce enterprises face greater difficulties and higher costs in creating website stickiness. Based on the stimulus-organic-response model of applied environmental psychology, this paper analyzes and tests the service quality of B2C shopping website (including responsiveness, remediation). Personalization and reliability) influence mechanism of website stickiness through consumer's website intervention (including cognitive intervention and emotional intervention). A confirmatory factor analysis of 177 sample data was carried out using the structural equation model method. The results show that the quality of service of the website has no significant direct effect on the stickiness of the consumer website. However, there is a significant positive correlation between cognitive intervention and emotional intervention, and both cognitive intervention and emotional intervention have a significant positive impact on website stickiness. Therefore, it verifies the complete intermediary effect of website intervention on the relationship between website service quality and website stickiness. In addition, this study examined the adjustment effects of cognitive needs and switching costs. The results showed that cognitive needs had some significant effects on the relationship between website service quality and website intervention. The financial conversion cost has significant effect on the relationship between emotional intervention and website stickiness. The results not only enrich the research on the antecedents and formation process of website stickiness, but also provide a basis for online retailers to effectively design customer retention strategies and enhance website stickiness.
【学位授予单位】：安徽工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

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