B2C模式下顾客感知价值对顾客重购意愿影响研究

发布时间：2019-04-20 15:47

【摘要】：近年来,网络的发展极大地促进了生产生活和信息传播的变革,互联网的普及和网民数量的不断增长有效推动了网购市场交易规模的扩大。B2C(Business to customer)作为推动我国经济大力发展的重要组成部分,网购市场中激烈的竞争促使B2C电商企业经营者越来越意识到顾客价值的重要性。提高顾客重购意愿,促使消费者重复不断地购买,才是电商企业得以生存的根本。首先,本文通过对国内外顾客感知价值与顾客重购意愿理论相关文献的阅读与分析,结合B2C网购模式的特点,将B2C电商模式下的顾客感知价值划分为产品感知价值、购物体验价值、社会价值、感知成本、感知风险五个维度,构建了顾客感知价值对顾客重购意愿的影响模型,其中顾客满意与顾客信任作为中介变量;其次,根据已构建模型提出了相关假设,采用问卷调查法调查各影响因素的数据变量;最后,使用SPSS统计软件将调查问卷的反馈数据进行分析,采用定量的方法研究各变量因素对顾客重购意愿的影响,并进行假设检验。实证研究结果表明,除社会价值外,顾客感知价值的其他四个维度均对顾客重购意愿具有显著影响,且顾客满意与顾客信任对二者关系存在部分中介作用,消费者的个人特征对重购意愿具有显著影响。根据以上实证分析结果,本文提出优化浏览体验和产品质量、提高服务和物流水平、减少支付风险、提供个性化服务、促进电商社会化及信息的良性传播、加大移动电商平台建设的成本投入、推动顾客口碑良性循环等提高B2C电商企业顾客重购意愿的营销策略。
[Abstract]:In recent years, the development of the network has greatly promoted the transformation of production, life and information dissemination. The popularity of the Internet and the continuous growth of the number of netizens have effectively promoted the expansion of the transaction scale of the online shopping market. B2C (Business to customer) is an important part of promoting the vigorous development of China's economy. The fierce competition in the online shopping market makes B2C e-commerce business operators more and more aware of the importance of customer value. It is the survival of e-commerce enterprises to improve the willingness of customers to buy again and again. Firstly, through reading and analyzing the theories of customer perceived value and customer repurchase intention at home and abroad, combined with the characteristics of B2C online shopping mode, this paper divides the customer perceived value into product perceived value under B2C e-commerce mode. The five dimensions of shopping experience value, social value, perceived cost and perceived risk are five dimensions. The influence model of customer perceived value on customer repurchase intention is constructed, in which customer satisfaction and customer trust are intermediary variables. Secondly, according to the established model, the relevant assumptions are put forward, and the data variables of each influencing factor are investigated by questionnaire method. Finally, the feedback data of the questionnaire were analyzed by SPSS software, and the influence of each variable factor on customer repurchase intention was studied by quantitative method, and the hypothesis test was carried out. The empirical results show that, except for social value, the other four dimensions of customer perceived value have a significant impact on customer repurchase intention, and customer satisfaction and customer trust have some mediating effects on the relationship between them. Consumers' personal characteristics have a significant impact on the willingness to re-purchase. Based on the above empirical results, this paper proposes to optimize browsing experience and product quality, improve service and logistics level, reduce payment risk, provide personalized services, promote the socialization of e-commerce and the benign dissemination of information. The marketing strategy of increasing the cost of building mobile e-commerce platform, promoting the positive circulation of customer reputation, and so on, can improve the customer repurchase intention of B2C e-commerce enterprise.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6

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