O2O电子商务顾客忠诚形成机理研究
发布时间：2019-01-16 06:44
【摘要】：移动互联网的发展带来了本地生活服务类网站的发展,先前的B2C,B2B和C2C等模式,到新兴的O2O电子商务。O2O电子商务的飞速发展,研究其模式的顾客忠诚非常重要。由于其正处在发展初期,对020电子商务顾客忠诚的形成过程不够深入了解,导致各大企业在布局O2O时不能够维系顾客,留住核心顾客。本文在分析论证了O2O电子商务顾客忠诚形成机理,将商家和O2O平台看为一个整体,作为共同的卖家,研究消费者与卖家之间顾客忠诚的动态形成过程,使020商务平台能够实现留住核心顾客,增强竞争优势,帮助O2O企业实现精准营销。本文的研究主要分为三大部分。第一部分是通过传统顾客忠诚和电子商务顾客忠诚的文献综述,研究并分析O2O电子商务模式的特点,最后确定顾客忠诚的影响因素,在相关文献分析的基础上,得出顾客感知价值,转换成本,顾客信任和顾客满意作为驱动因素;同时分析影响驱动因素的前因因素,得出前因因素为服务质量,网站设计,价格优势,线下体验,安全性和售后担保,并提出相关研究假设。第二部分是实证设计和数据分析阶段,主要是通过问卷调查获得原始数据并进行前测分析形成最后问卷,选择合适的问卷发放形式并实施发放。最后对问卷进行回收检验,并利用Excel中的数据统计功能对数据进行统计描述,利用SPSS21.0进行信度分析,效度分析和回归分析,验证并修改模型。第三部分是研究结论和建议,对数据分析之后的模型进行归纳总结,并提出提升顾客忠诚的策略和进一步要解决的问题。本文分析论证后得出如下结论:①在驱动变量(顾客感知价值,顾客满意,顾客信任,转换成本)对顾客忠诚关系的分析论证中,表明顾客信任对态度忠诚的贡献最大。研究发现,4个驱动变量与顾客行为忠诚的论证分析中,发现4个驱动变量对顾客行为忠诚均具有正向积极作用,其中顾客感知价值对行为忠诚的影响作用最弱,顾客满意对行为忠诚的影响作用最强。②在分析前因变量(服务质量,网站设计,价格优势,线下体验,安全性和售后担保)对驱动变量的过程中,除了网站设计和线下体验对顾客感知价值的影响作用不显著外,其他研究假设均通过验证。
[Abstract]:The development of mobile Internet has brought about the development of local life service websites. Previous models such as B2CU B2B and C2C, to the emerging O2O e-commerce, O2O e-commerce rapid development, it is very important to study its model of customer loyalty. Because it is in the early stage of development, the formation process of customer loyalty in 020 E-commerce is not well understood, which leads to the failure of the enterprises to maintain customers and retain the core customers in the layout of O2O. In this paper, the formation mechanism of customer loyalty in O2O e-commerce is analyzed and demonstrated. The business and O2O platform are regarded as a whole, and the dynamic forming process of customer loyalty between consumers and sellers is studied. The 020 business platform can retain core customers, enhance competitive advantage, and help O 2O enterprises to achieve precision marketing. The research of this paper is divided into three parts. The first part is through the traditional customer loyalty and e-commerce customer loyalty literature review, research and analysis of the characteristics of O2O e-commerce model, finally determine the factors affecting customer loyalty, on the basis of relevant literature analysis. Customer perceived value, conversion cost, customer trust and customer satisfaction are the driving factors. At the same time, the antecedent factors that influence the driving factors are analyzed. The results show that the antecedents are the quality of service, website design, price advantage, offline experience, security and after-sale guarantee, and the related research hypotheses are put forward. The second part is the empirical design and data analysis stage, mainly through the questionnaire to obtain the original data and pre-test analysis to form the final questionnaire, select the appropriate form of questionnaire distribution and implement the distribution. Finally, the questionnaire is collected and tested, and the statistical function of Excel is used to describe the data. The reliability analysis, validity analysis and regression analysis of SPSS21.0 are used to verify and modify the model. The third part is the conclusion and suggestion of the research. The model after data analysis is summarized, and the strategies to improve customer loyalty and the problems to be solved are put forward. The conclusions are as follows: 1 in the analysis and argumentation of customer loyalty relationship between driving variables (customer perceived value, customer satisfaction, customer trust, switching cost), it shows that customer trust contributes most to attitude loyalty. In the analysis of the four driving variables and customer behavior loyalty, it is found that the four driving variables have positive effects on customer behavior loyalty, among which customer perceived value has the weakest effect on behavior loyalty. Customer satisfaction has the strongest effect on behavior loyalty. 2 in the process of analyzing the driving variables of pre-dependent variables (quality of service, website design, price advantage, offline experience, security and after-sales guarantee), Except that the influence of website design and offline experience on customer perceived value is not significant, other research hypotheses are verified.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6
本文编号：2409561
[Abstract]:The development of mobile Internet has brought about the development of local life service websites. Previous models such as B2CU B2B and C2C, to the emerging O2O e-commerce, O2O e-commerce rapid development, it is very important to study its model of customer loyalty. Because it is in the early stage of development, the formation process of customer loyalty in 020 E-commerce is not well understood, which leads to the failure of the enterprises to maintain customers and retain the core customers in the layout of O2O. In this paper, the formation mechanism of customer loyalty in O2O e-commerce is analyzed and demonstrated. The business and O2O platform are regarded as a whole, and the dynamic forming process of customer loyalty between consumers and sellers is studied. The 020 business platform can retain core customers, enhance competitive advantage, and help O 2O enterprises to achieve precision marketing. The research of this paper is divided into three parts. The first part is through the traditional customer loyalty and e-commerce customer loyalty literature review, research and analysis of the characteristics of O2O e-commerce model, finally determine the factors affecting customer loyalty, on the basis of relevant literature analysis. Customer perceived value, conversion cost, customer trust and customer satisfaction are the driving factors. At the same time, the antecedent factors that influence the driving factors are analyzed. The results show that the antecedents are the quality of service, website design, price advantage, offline experience, security and after-sale guarantee, and the related research hypotheses are put forward. The second part is the empirical design and data analysis stage, mainly through the questionnaire to obtain the original data and pre-test analysis to form the final questionnaire, select the appropriate form of questionnaire distribution and implement the distribution. Finally, the questionnaire is collected and tested, and the statistical function of Excel is used to describe the data. The reliability analysis, validity analysis and regression analysis of SPSS21.0 are used to verify and modify the model. The third part is the conclusion and suggestion of the research. The model after data analysis is summarized, and the strategies to improve customer loyalty and the problems to be solved are put forward. The conclusions are as follows: 1 in the analysis and argumentation of customer loyalty relationship between driving variables (customer perceived value, customer satisfaction, customer trust, switching cost), it shows that customer trust contributes most to attitude loyalty. In the analysis of the four driving variables and customer behavior loyalty, it is found that the four driving variables have positive effects on customer behavior loyalty, among which customer perceived value has the weakest effect on behavior loyalty. Customer satisfaction has the strongest effect on behavior loyalty. 2 in the process of analyzing the driving variables of pre-dependent variables (quality of service, website design, price advantage, offline experience, security and after-sales guarantee), Except that the influence of website design and offline experience on customer perceived value is not significant, other research hypotheses are verified.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6
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