O2O模式下二手车客户满意度影响因素研究
发布时间：2019-03-11 08:15
【摘要】：近年来,随着我国经济的迅速增长,汽车的交易规模也越来越大,截止2016年底,全国汽车保有量1.79亿辆,较10年前增长了高达384.14%,这使得我国成为继美国之后全球第二大汽车保有量国家。然而从汽车交易的市场结构来看,相对于一手车市场,我国的二手车市场规模依然较小,交易规模占比仅为34%,而欧美国家普遍达到75%以上。我国二手车市场发展缓慢的重要原因之一就是消费者满意度不高。相对于新车市场,二手车市场的信息不对称问题更加严重,而O2O作为近年来新兴的商业模式则很好的改善了传统二手车市场信息不对称的困扰。O2O即是on-line to off-line的缩写,即从“线上”到“线下”。利用互联网平台信息的便捷交流,使得交易双方在线上完成信息的沟通充分,继而在线下实现交易的最终完成。近两年人人车、瓜子网等O2O二手车平台的兴起,标志着O2O模式开始走进中国二手车消费者的视线。本文在理论研究的基础上,综合国内外文献和O2O二手车交易流程,提出O2O模式下二手车客户满意度影响因素概念模型。模型包括感知软件质量、感知硬件质量和客户个体特质三大影响因素。在建立理论模型基础上,本文采用问卷调查的方法,根据指标体系设计问卷,最终回收253份有效样本。利用SPSS19.0软件对样本数据进行了信度和效度检验,在此基础上进行了因子分析、回归分析和单因素方差分析。研究发现,二手车质量、二手车吸引力、网站信息质量、网站设计、网站服务质量、实体店服务质量和实体店环境质量会对客户满意度产生显著正向影响;客户个体特质中,网购习惯和掌握二手车知识的程度与客户满意度呈显著正相关关系,而性别、年龄和月收入与客户满意度之间并无显著相关关系。最后,本文从加强平台信息管理,建立诚信交易体系;完善配套服务,加强全渠道互动;树立优质品牌形象,打造核心竞争力三方面提出了对策建议,从而提高O2O模式下客户购买二手车的满意度,最终促进我国二手车市场的良性健康发展。
[Abstract]:In recent years, with the rapid growth of China's economy, the scale of car transactions is also increasing. By the end of 2016, the number of vehicles owned by the country was 179 million, up as much as 384.14 percent compared with 10 years ago. This makes China the world's second largest car owner after the United States. However, compared with the first-hand car market, China's used car market is still small in terms of market structure, accounting for only 34% of the trading scale, while in Europe and the United States, more than 75% is generally achieved. One of the important reasons for the slow development of used car market in China is that the consumer satisfaction is not high. Compared with the new car market, the problem of information asymmetry in used car market is more serious, and O2O, as a new business model in recent years, has improved the problem of information asymmetry in the traditional used car market. O2O is the abbreviation of on-line to off-line. That is, from "on-line" to "offline". Making use of the convenient exchange of information on the Internet platform, both sides of the transaction can complete the communication of the information online, and then realize the final completion of the transaction offline. The rise of Renren car, Guazi and other used car platforms in the last two years indicates that the O2O model has begun to enter the sight of used car consumers in China. On the basis of theoretical research, this paper presents a conceptual model of the influence factors of used car customer satisfaction under O2O mode by integrating domestic and foreign literatures and O2O second-hand vehicle transaction process. The model includes three influential factors: perceived software quality, perceived hardware quality and customer personality. On the basis of establishing the theoretical model, this paper adopts the method of questionnaire survey, designs the questionnaire according to the index system, and finally reclaims 253 valid samples. The reliability and validity of the sample data were tested by SPSS19.0 software. On this basis, factor analysis, regression analysis and one-way variance analysis were carried out. It is found that used car quality, used car attraction, website information quality, website design, website service quality, physical store service quality and physical store environment quality have a significant positive impact on customer satisfaction. There was a significant positive correlation between customer satisfaction and online shopping habits and the degree of mastery of used car knowledge, while there was no significant correlation between gender, age, monthly income and customer satisfaction. Finally, this article strengthens the platform information management, establishes the integrity transaction system, consummates the supporting service, strengthens the omni-channel interaction; To establish high quality brand image and build core competence, countermeasures and suggestions are put forward to improve the satisfaction of second-hand car purchase under O2O mode, and finally to promote the healthy development of used car market in China.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F724.6
[Abstract]:In recent years, with the rapid growth of China's economy, the scale of car transactions is also increasing. By the end of 2016, the number of vehicles owned by the country was 179 million, up as much as 384.14 percent compared with 10 years ago. This makes China the world's second largest car owner after the United States. However, compared with the first-hand car market, China's used car market is still small in terms of market structure, accounting for only 34% of the trading scale, while in Europe and the United States, more than 75% is generally achieved. One of the important reasons for the slow development of used car market in China is that the consumer satisfaction is not high. Compared with the new car market, the problem of information asymmetry in used car market is more serious, and O2O, as a new business model in recent years, has improved the problem of information asymmetry in the traditional used car market. O2O is the abbreviation of on-line to off-line. That is, from "on-line" to "offline". Making use of the convenient exchange of information on the Internet platform, both sides of the transaction can complete the communication of the information online, and then realize the final completion of the transaction offline. The rise of Renren car, Guazi and other used car platforms in the last two years indicates that the O2O model has begun to enter the sight of used car consumers in China. On the basis of theoretical research, this paper presents a conceptual model of the influence factors of used car customer satisfaction under O2O mode by integrating domestic and foreign literatures and O2O second-hand vehicle transaction process. The model includes three influential factors: perceived software quality, perceived hardware quality and customer personality. On the basis of establishing the theoretical model, this paper adopts the method of questionnaire survey, designs the questionnaire according to the index system, and finally reclaims 253 valid samples. The reliability and validity of the sample data were tested by SPSS19.0 software. On this basis, factor analysis, regression analysis and one-way variance analysis were carried out. It is found that used car quality, used car attraction, website information quality, website design, website service quality, physical store service quality and physical store environment quality have a significant positive impact on customer satisfaction. There was a significant positive correlation between customer satisfaction and online shopping habits and the degree of mastery of used car knowledge, while there was no significant correlation between gender, age, monthly income and customer satisfaction. Finally, this article strengthens the platform information management, establishes the integrity transaction system, consummates the supporting service, strengthens the omni-channel interaction; To establish high quality brand image and build core competence, countermeasures and suggestions are put forward to improve the satisfaction of second-hand car purchase under O2O mode, and finally to promote the healthy development of used car market in China.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F724.6
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