网购环境下顾客价值对顾客重复购买意向的影响研究

发布时间：2018-05-23 23:23

本文选题：网购环境 + 顾客价值　；参考：《浙江理工大学》2017年硕士论文

【摘要】：近年来网络购物模式呈现出快速发展的趋势,它改变了顾客购买商品与服务的方式,越来越多的顾客使用网店代替实体商店进行购买活动。中国互联网络信息中心(CNNIC)发布的《2015年中国网络购物市场研究报告》显示,截至2015年12月,我国网络购物用户规模达到4.13亿,增长率为14.3%。与此同时,我国手机网络购物用户规模达3.40亿,同比增长率为43.9%。2015年中国网络购物市场继续保持快速发展,这预示着电商之间的竞争将日益激烈,电商的主要任务也从吸引新顾客,提高顾客的增长率转换到激发顾客重购意向。重复购买顾客给电商所带来的利润约是新顾客的5倍,但是超过50%的顾客很少有第三次购买行为。因此,理解网络购物顾客重购意向的影响因素并利用这些因素来影响顾客的购物感知进而提高顾客的重购意向是电商的重要营销战略。基于上述现实背景,本文以顾客价值对顾客重复购买意向的影响为研究重点,探析在适应性期望的中介作用及习惯的调节作用下,顾客价值对重复购买意向的不同作用机制,以便为商家制定基于顾客视角的营销策略提供理论借鉴。通过对相关文献的梳理,本研究共提出17个假设。并采用大样本问卷调查的方法获取数据,用SPSS21.0对回收的311份有效样本数据进行分析,进而完成对关系模型的实证检验,检验结果表明:(1)顾客价值其中的三个维度(信心利益、感知公平和感知价格)对适应性期望及顾客重复购买意向有显著的正向影响;而感知牺牲对适应性期望及顾客重复购买意向有显著负向影响。(2)适应性期望在信心利益、感知公平和感知价格对顾客重复购买意向影响的关系中起到部分中介作用;而在感知牺牲对顾客重复购买意向的关系中中介作用不显著。(3)在信心利益、感知牺牲和感知价格对重复购买意向影响的关系中,低水平网购习惯比高水平网购习惯更强,而在感知公平对重复购买意向影响的关系中,高水平网购习惯比低水平网购习惯的影响更强的假设未得到验证。本文最后对研究结论进行概括,并据此提出营销建议,同时指出了研究存在的局限性和未来研究的方向,以期为网络购物的发展奠定理论与实践基础。
[Abstract]:In recent years, the online shopping model has shown a rapid development trend, it has changed the way customers buy goods and services, more and more customers use online stores instead of physical stores to purchase activities. As of December 2015, the number of online shopping users in China has reached 413 million, with a growth rate of 14.3B, according to the 2015 Research report on China's online Shopping Market released by the China Internet Network Information Center (CNNIC). At the same time, the number of mobile phone online shopping users in China has reached 340 million, with a year-on-year growth rate of 43.9.2015. China's online shopping market will continue to develop rapidly in 2015. This indicates that the competition among e-commerce businesses will become increasingly fierce. The main task of ecommerce also shifts from attracting new customers and increasing customer growth to motivating customers to repurchase. Repeat buying brings about five times as much profit to e-commerce as new customers, but more than 50% of customers rarely make a third purchase. Therefore, it is an important marketing strategy for e-commerce to understand the influencing factors of online shopping customers' repurchase intention and to use these factors to influence customers' shopping perception and improve customer's repurchase intention. Based on the above realistic background, this paper focuses on the effect of customer value on repeated purchase intention, and analyzes the different mechanism of customer value on repeated purchase intention under the intermediary function of adaptive expectation and the adjustment of habit. In order to provide theoretical reference for merchants to formulate marketing strategies based on customer perspective. By combing the relevant literature, this study puts forward 17 hypotheses. Using the method of large sample questionnaire to obtain the data, using SPSS21.0 to analyze the data collected from 311 valid samples, and then completing the empirical test of the relational model. The test results show that three dimensions of customer value (confidence benefit). Perceived fairness and perceived price) have a significant positive impact on adaptive expectations and customers' repeated purchase intentions, while perceived sacrifice has a significant negative impact on adaptive expectations and customers' repeated purchase intentions. Perceived fairness and perceived price play a part of intermediary role in the relationship between customer's repeated purchase intention and perceived sacrifice of customer's repeated purchase intention, while the relationship intermediary function of perceived sacrifice to customer's repeated purchase intention is not significant. In the relationship between perceived sacrifice and perceived price on repeated purchase intention, the low level online purchase habit is stronger than the high level online purchase habit, while in the relationship between perceived fairness and repeated purchase intention, the relationship between perceived equity and repeated purchase intention is higher than that of high level online purchase habit. The hypothesis that high-level online shopping habits have more influence than low-level online shopping habits has not been tested. At the end of this paper, the conclusion of the research is summarized, and the marketing suggestions are put forward. At the same time, the limitations of the research and the direction of future research are pointed out in order to lay a theoretical and practical foundation for the development of online shopping.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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