B2C环境下网络购物韩国产品的感知服务质量研究

发布时间：2018-11-12 12:24

【摘要】：中国电子商务市场正在处于令人瞩目的发展趋势，特别是以网络购物C2C为主变成B2C市场的发展。首先，中国消费者购买意向从价格驱动转向服务驱动，他们对高品质和高服务的要求和期望日益提升。其次，B2C市场内连续加入多种多样的销售商，，如中国品牌、国外品牌及跨国品牌等市场规模越来越扩大等原因，所以中国B2C市场迅猛发展。但B2C市场内需要竞争能力，本研究关注“B2C服务质量”、“顾客满意度”、“顾客忠诚度”和“原产地形象”的4个重要要素，本论文制定2个研究方案。○1构建B2C服务质量测量模型，○2B2C服务质量是否影响顾客满意度和顾客忠诚度，原产地形象是否影响B2C服务质量和顾客满意度。第一是，本研究构建针对中国B2C服务质量测量模型，现有服务质量模型的服务因素里归纳得出B2C服务质量的相关因素，但销售商视角得出服务质量。为了提升服务因素的信赖性，本研究用Kano分析法挑选B2C核心服务因素。分析结果得出了5个B2C核心服务因素，其中4个服务是“销售商”能控制的；“特有性”、“保障性”、“实行性”、“回应性”，另外“安全性”是“网络购物网站”可控制的服务因素。第二是，许多研究者提出了感知服务质量和顾客满意度及顾客忠诚度有显著影响关系，本研究根据他们的理论，进行了实证分析，得出结果B2C服务质量的5个核心服务因素对顾客满意度都有正向影响，而且顾客满意度也是对顾客忠诚度有正向影响。中国B2C市场内原产地形象更能影响顾客满意度，本研究用品牌原产地和制造原产地来进行分析，得出结果品牌原产地形象在B2C服务质量与顾客满意度之间关系有中介作用。通过B2C服务质量测量模型来，评价消费者感知到的B2C服务质量，然后改善顾客满意度和顾客忠诚度。而且B2C市场内销售不同国籍的产品条件，用原产地形象可以影响B2C服务质量和顾客满意度，以及建议适当的营销策略。
[Abstract]:China's e-commerce market is in a remarkable development trend, especially in the network shopping C2C to B2C market development. First, Chinese consumers are moving from price-driven to service-driven, with rising demands and expectations for high quality and services. Secondly, the B2C market continues to join a variety of vendors, such as Chinese brands, foreign brands and multinational brands and other market scale is expanding, so the B2C market in China is developing rapidly. But there is a need for competitiveness in the B2C market. This study focuses on the four important factors of "B2C service quality", "customer satisfaction", "customer loyalty" and "image of origin". In this paper, two research schemes are established. 01 the measurement model of B2C service quality is constructed, whether 02B2C service quality affects customer satisfaction and customer loyalty, and whether the image of origin affects B2C service quality and customer satisfaction. First, this study constructs a service quality measurement model for B2C in China. The service factors of the existing service quality models are summed up and the relevant factors of B2C service quality are concluded, but the seller obtains the service quality from the perspective of the seller. In order to improve the reliability of service factors, Kano analysis was used to select B2C core service factors. The results show that there are five B2C core service factors, four of which can be controlled by "vendor". "specificity", "security", "implementation", "responsiveness" and "security" are the controllable service factors of online shopping website. Second, many researchers have proposed that perceived service quality has a significant impact on customer satisfaction and customer loyalty. The results show that the five core service factors of B2C service quality have a positive effect on customer satisfaction, and customer satisfaction also has a positive impact on customer loyalty. The origin image in B2C market in China can affect customer satisfaction more. This study uses brand origin and manufacturing origin to analyze the relationship between B2C service quality and customer satisfaction, and draws the conclusion that brand origin image plays an intermediary role in the relationship between B2C service quality and customer satisfaction. The B2C service quality measurement model is used to evaluate the perceived B2C service quality, and then to improve customer satisfaction and customer loyalty. Moreover, using the image of origin can affect the quality of B2C service and customer satisfaction, and suggest appropriate marketing strategies.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F224

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