顾客间网络特征对顾客契合行为的影响研究

发布时间：2018-05-19 14:34

本文选题：顾客契合行为 + 顾客网络　；参考：《哈尔滨工业大学》2015年硕士论文

【摘要】：随着知识经济和互联网的迅速发展,可供顾客选择和消费的同质品牌和产品越来越多,顾客的心理状态和行为动态都对企业的生存和发展起到了至关重要的作用。顾客的行为除了购买行为之外,还有参与行为、口碑传播行为等顾客契合行为。近几年,顾客契合行为借助互联网、新媒体等渠道得到了快速发展,并引起了学术界和营销界的广泛关注,是营销学界一个崭新的研究领域。目前学术界对顾客契合方面的研究比较狭窄,大部分着眼于顾客契合的概念、维度研究,只有少数学者对顾客契合的前因和结果进行了探索性研究。鉴于此,本文探索性进行顾客间网络特征对顾客契合行为产生的影响分析。首先,本文对顾客契合行为和社会网络的相关理论进行了梳理,并在前人研究的基础上,对本文研究的顾客契合行为和顾客网络的概念及相关理论进行了详细阐述。其次,基于对现有理论进行分析和整理,探索性地提出了顾客间网络结构特征和关系特征对顾客契合行为影响的假设,并在理论分析的基础上,厘清了顾客间网络特征对顾客契合行为的影响机理,然后构建了顾客间网络特征与顾客契合行为间的理论模型。最后,针对苹果品牌社区的顾客成员进行问卷调研,并利用结构方程方法对获得的数据进行分析,最终使相关假设和理论模型得到了验证。
[Abstract]:With the rapid development of knowledge economy and Internet, more and more homogeneous brands and products are available for customers to choose and consume. The psychological state and behavior dynamics of customers have played a vital role in the survival and development of enterprises. Besides purchasing behavior, customer behavior includes participation behavior, word-of-mouth communication behavior and so on. In recent years, with the help of the Internet, new media and other channels, the customer fit behavior has been developed rapidly, which has aroused the extensive attention of the academic and marketing circles, and is a new research field in the field of marketing. At present, the academic research on customer fit is relatively narrow. Most of them focus on the concept and dimension of customer fit. Only a few scholars have conducted exploratory research on the antecedents and results of customer fit. In view of this, this paper explores the impact of customer network characteristics on customer fit behavior. First of all, this paper reviews the relevant theories of customer fit behavior and social network, and on the basis of previous studies, the concept and related theory of customer fit behavior and customer network are expounded in detail. Secondly, based on the analysis and arrangement of the existing theories, the hypothesis of the influence of the network structure and the relationship between the customers on the customer fit behavior is put forward, and on the basis of the theoretical analysis, This paper clarifies the influence mechanism of customer network characteristics on customer fit behavior, and then constructs a theoretical model between customer network feature and customer fit behavior. Finally, a questionnaire survey was conducted for the customer members of the Apple brand community, and the data obtained were analyzed by using the structural equation method. Finally, the relevant assumptions and theoretical models were verified.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

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