大学生网络购物忠诚度影响因素统计分析

发布时间：2018-06-11 17:20

本文选题：大学生网络购物 + 忠诚度　；参考：《哈尔滨商业大学》2015年硕士论文

【摘要】：随着科学技术的不断进步,社会的不断发展,人们的消费观念发生了改变,电子商务随着互联网的普及迅速发展。据统计,2013年我国已经有网民近6亿人,其中学生身份的占29.3%,可见,网络消费中大学生是主要群体,网站的运营与大学生的消费习惯、消费模式有直接联系。大学生作为受教育程度高,接触网络频率高,尝试新鲜事物意愿强烈的群体,已经成为网络市场的重要力量之一。有研究表明,如果客户忠诚度提高5%,利润将提高25%。本文以此为基础,对大学生的网络购物忠诚度的影响因素进行研究分析,从大学生网络购物的视角对大学生的网络购物特征进行探析,并以国内外现有研究成果为基础,找到大学生网络购物消费的影响因素,具有理论价值和实践价值。对顾客忠诚度的研究起步于西方发达国家,随着经济全球化的发展,该理论在世界各国得到了推广。本文首先对大学生网络购物忠诚度的研究背景进行阐述,并提出此问题的研究意义和目的,然后对国内外现有的研究成果进行梳理,得出国内外的研究现状及存在问题,并且进行综述和评价,接着对大学生网络购物忠诚度的理论进行罗列,包括电子商务基本理论,网络消费者行为理论以及顾客忠诚的概念及分类,在以往的文献检索以及实际探索性研究的基础上,对大学生网络购物忠诚度的影响因素进行归纳总结,构建网络购物忠诚度理论模型,随后对其进行实证分析,采用调查问卷的方式对大学生网络购物忠诚度进行调研,并对调研结果进行spss统计软件处理,对研究假设进行验证,得出顾客忠诚度的各个影响因素,并且根据所得结论对购物网站提出一些有意义的建议,并总结出其创新点和局限性。
[Abstract]:With the continuous progress of science and technology, the continuous development of society, people's consumption concept has changed, electronic commerce has developed rapidly with the popularity of the Internet. According to statistics, in 2013, there are nearly 600 million people in China, among which 29.3% of the students' identity is accounted for. It is obvious that college students are the main groups in the network consumption, and the operation of the website and College Students There is a direct link between consumption habits and consumption patterns. As one of the most important groups in the network market, college students have become one of the most important forces in the network market as a high education level, high network frequency and strong willingness to try new things. Research shows that, if customer loyalty is raised by 5%, profit will be raised by 25%. based on this, and online shopping for College Students The influence factors of loyalty are studied and analyzed. From the perspective of College Students' online shopping, the characteristics of College Students' online shopping are analyzed. Based on the existing research results at home and abroad, the influence factors of College Students' online shopping consumption are found, which have theoretical value and practical value. The Research on customer loyalty is started in western developed countries. With the development of economic globalization, the theory has been popularized in many countries around the world.
This paper first expounds the research background of College Students' online shopping loyalty, and puts forward the research significance and purpose of this problem, then combs the existing research results at home and abroad, and gives the status and problems of the research abroad and outside, and makes a summary and evaluation, and then carries out the theory of College Students' online shopping loyalty. It includes the basic theory of e-commerce, the theory of network consumer behavior and the concept and classification of customer loyalty. On the basis of previous literature retrieval and practical research, this paper sums up the influencing factors of College Students' online shopping loyalty, constructs a theoretical model of network purchase loyalty, and then carries out an empirical Analysis on it. Analysis, using the questionnaire method to investigate the college students' online shopping loyalty, and carry on the SPSS statistical software processing to the research results, verify the research hypothesis, get all the influence factors of customer loyalty, and put forward some meaningful suggestions to the shopping website according to the conclusions, and summarize the innovation and limitations. Sex.
【学位授予单位】：哈尔滨商业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F724.6

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