B2C网站服务补救对网站品牌资产影响实证研究

发布时间：2018-06-17 03:41

本文选题：B2C网站 + 网站服务补救　；参考：《安徽大学》2017年硕士论文

【摘要】：随着社会的不断进步,互联网已经成为我们日常生活工作中不可或缺的一部分。互联网的快速发展为我们的生活和工作提供了便利,提高了我们的生活质量和工作效率。网络购物是互联网发展的产物,相较于传统的购物方式更具有便捷性,为消费者提供了一种全新的购物选择。随着网络购物的兴起,网络购物平台呈现出了百家争鸣的局面,其中B2C网站的蓬勃发展引起了消费者和企业的极大关注。由于网络环境的虚拟性和不确定性,服务失败的出现的概率非常大,服务补救作为"二次服务"对于挽留消费者有着积极的作用,进而让不满意的消费者产生"二次满意",最终加强对网站的信任和认知。消费者对于服务补救质量高低的判断更多依据自身主观感觉,通过自己所获得的收益和所付出的成本相比较而对网站得出一个整体评价。由于网站商家提供服务或者产品存在同质化现象以及网络环境具有较大的风险,所以打造一个强势的品牌可以提高消费者对于网站商家的信任和认知。随着B2C网站的竞争日益激烈,建立一个强势的网站品牌资产对于网站商家十分必要,而服务补救质量的高低对于网站品牌资产的形成尤为重要。为了掌握网站服务补救对网站品牌资产的影响,本文以B2C网站为研究背景,运用实证研究的方法,对网站服务补救与网站品牌资产之间的关系加以研究。本文以网站服务补救为自变量,其中包含网站有形补偿、网站响应速度、网站道歉、网站补救主动性四个维度;以消费者感知价值为中介变量;以网站品牌资产为因变量,其中包含网站认知、网站体验、网站信任三个维度。通过实证分析得出以下结论:网站有形补偿、网站响应速度、网站道歉对消费者网站认知产生显著正向影响,而网站补救主动性对消费者网站认知产生显著负向影响;网站有形补偿、网站响应速度、网站道歉、网站补救主动性对消费者网站体验均产生显著正向影响;网站有形补偿、网站道歉、网站补救主动性对消费者网站信任产生显著正向影响,而网站响应速度对消费者网站信任影响不显著。消费者感知价值在网站有形补偿、网站响应速度、网站道歉、网站补救主动性与消费者网站认知之间存在中介作用;消费者感知价值在网站有形补偿、网站响应速度、网站道歉、网站补救主动性与消费者网站体验之间存在中介作用;消费者感知价值在网站有形补偿、网站道歉、网站补救主动性与消费者网站信任之间存在中介作用,在网站响应速度与消费者网站信任之间不存在中介作用。本文的研究结论对了解和掌握B2C网站服务补救对于网站品牌资产的影响具有一定的理论意义与现实意义。
[Abstract]:With the continuous progress of society, the Internet has become an indispensable part of our daily life. The rapid development of the Internet has facilitated our life and work, and improved our quality of life and working efficiency. Internet shopping is the product of the development of the Internet. Compared with the traditional shopping mode, it is more convenient and provides consumers with a new shopping choice. With the rise of online shopping, online shopping platform presents a situation of a hundred schools of thought, in which the vigorous development of B2C website has aroused great concern of consumers and enterprises. Because of the fictitious and uncertain nature of network environment, the probability of service failure is very large. As a "secondary service", service remedy plays a positive role in retaining consumers. So that dissatisfied consumers produce "second satisfaction", and ultimately strengthen the trust and understanding of the site. Consumers judge the quality of service remediation more according to their own subjective feelings, through their own gains and costs to get a comparison of the overall evaluation of the site. Because of the homogeneity of service or product and the risk of network environment, creating a strong brand can improve the consumers' trust and cognition to the website merchants. With the increasingly fierce competition of B2C website, it is necessary to establish a strong website brand asset, and the level of service recovery quality is particularly important for the formation of website brand equity. In order to understand the influence of website service remediation on website brand equity, this paper studies the relationship between website service remedy and website brand equity with B2C website as the research background. This article takes the website service remedy as the independent variable, including the website tangible compensation, the website response speed, the website apology, the website remediation initiative four dimensions; takes the consumer perception value as the intermediary variable; takes the website brand asset as the dependent variable, It includes three dimensions: website cognition, website experience and website trust. Through empirical analysis, the following conclusions are drawn: website tangible compensation, website response speed, website apology have a significant positive impact on consumer website cognition, while website remediation initiative has a significant negative impact on consumer website cognition; Website tangible compensation, website response speed, website apology, website remediation initiative have a significant positive impact on consumer website experience; website tangible compensation, website apology, Website remediation initiative has a significant positive impact on consumer website trust, while website response speed has no significant impact on consumer website trust. Consumer perceived value plays an intermediary role between website tangible compensation, website response speed, website apology, website remediation initiative and consumer website cognition. Website apology, website remediation initiative and consumer website experience, consumer perceived value has intermediary function between website tangible compensation, website apology, website remediation initiative and consumer website trust. There is no intermediary between the response speed of the website and the trust of the consumer website. The conclusion of this paper has certain theoretical and practical significance for understanding and mastering the influence of B2C website service remedy on website brand equity.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F273.2

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