移动网购服务补救对顾客重购意愿的影响研究

发布时间：2018-07-15 14:48

【摘要】：随着3G、4G、WIFI等移动网络的全面覆盖和智能移动终端的普及,移动互联网的发展进入了前所未有的创新阶段,移动网络购物也进入一个新的发展高潮,而随后稳定发展。无论是规模还是用户都呈几何增长,成为网络购物中一个不容忽视的重要部分。随着移动网购的快速发展和竞争的愈发激烈,服务失误现象也屡见不鲜。服务的不确定和不稳定性决定了服务失误在所难免,高效的服务补救可以挽回顾客损失和企业形象,达到顾客和企业的双赢。在移动网购情境下,移动网络环境与传统环境的差异性,使得移动网购的服务失误形式与传统购物环境的服务失误形式不同,服务补救也有差异性,决定了移动网购服务补救较传统网购也有一定的差异,对移动网购提出了新的要求。基于此,本文分析移动网购的服务补救,探讨其对顾客重购意愿的影响机制,结合消费者行为理论和宽恕的心理学理论,探究宽恕在营销学的应用,以及在服务补救和顾客重购意愿关系中的作用,并根据文献综述假设对这种影响关系是中介作用,进而通过实证研究验证假设。首先,回顾重购意愿、服务补救、顾客宽恕相关的文献以及消费者行为理论;其次,根据文献综述和移动网购的情景特征构建本文的研究理论模型,并提出服务补救与顾客重购意愿关系的假设,以及顾客宽恕中介作用的假设;最后,通过问卷的方式收集研究需要的数据,并通过数据分析验证假设关系,主要得出以下结论:(1)移动网购服务补救中反馈、快速响应、道歉和沟通、退货、现金返还和移动优惠券均对重购意愿影响显著。(2)移动网购服务补救对顾客宽恕的影响存在差异,其中反馈、快速响应、退货、现金返还、移动优惠券显著的正向影响顾客宽恕,道歉和沟通对顾客宽恕的影响不显著。因此,除了道歉和沟通外,顾客宽恕在反馈、快速响应、退货、现金返还和移动优惠券对顾客重购意愿影响中发挥着重要的中介作用,并且是部分中介作用。
[Abstract]:With the comprehensive coverage of mobile networks and the popularization of intelligent mobile terminals, the development of mobile Internet has entered an unprecedented stage of innovation, and mobile network shopping has entered a new development climax, and then stable development. Whether the scale or the users are geometric growth, has become an important part of online shopping can not be ignored. With the rapid development of mobile online shopping and increasingly fierce competition, service failures are common. The uncertainty and instability of service determines that service failure is inevitable. Efficient service remedy can save customer losses and corporate image and achieve win-win situation between customers and enterprises. In the situation of mobile online shopping, the difference between mobile network environment and traditional environment makes the service failure form of mobile online shopping different from that of traditional shopping environment, and the service remedy is also different. It is decided that the remedy of mobile online shopping service is different from that of traditional online shopping service, and a new requirement for mobile online shopping is put forward. Based on this, this paper analyzes the service remedy of mobile online shopping, probes into its influence mechanism on customer's repurchase intention, and explores the application of forgiveness in marketing by combining the theory of consumer behavior and the psychological theory of forgiveness. And the role in the relationship between service remedy and customer repurchase will, and according to the literature review hypothesis to this kind of influence relationship is the intermediary role, and then through the empirical research to verify the hypothesis. First of all, review the repurchase intention, service remedy, customer forgiveness related literature and consumer behavior theory. Secondly, according to the literature review and mobile online shopping situation characteristics to build the theoretical model of this paper. The hypothesis of the relationship between service remedy and customer repurchase intention and the hypothesis of customer forgiveness intermediary function are put forward. Finally, the data needed for the research are collected by questionnaire, and the hypothetical relationship is verified by data analysis. The main conclusions are as follows: (1) feedback, quick response, apology and communication, return, cash return and mobile coupons have significant effects on repurchase intention. Feedback, quick response, return, cash return, mobile coupons significantly positively affect customer forgiveness, and apology and communication have no significant impact on customer forgiveness. Therefore, in addition to apology and communication, customer forgiveness plays an important and partial intermediary role in feedback, quick response, return, cash return and mobile coupons.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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