汽车贸易园区的服务能力对商户入驻意愿的影响因素研究

发布时间：2018-03-27 06:33

本文选题：感知物流服务　切入点：感知知识服务　出处：《吉林大学》2017年硕士论文

【摘要】：汽车贸易园区作为汽车流通业一种特殊的业态而存在,出现于20世纪90年代,随着经济的飞速发展,汽车贸易园区逐渐发展成为形式多样化和服务功能完善化的综合性汽车园区,整合优化汽车资源,以汽车展览、销售、后市场等“一站式”服务为主,并配套汽车金融和城市休闲旅游等服务,统一管理和运营,在二三线城市发展尤为迅速,已成为区域经济发展的新地标。汽车贸易园区在迅速发展的同时,吸引大量汽车经营商户的入驻,逐渐形成汽车产业链内的产业集群。但汽车贸易园区在建设初期,园区主体运营效果并不理想,大量汽车经营商户受资金、人才等的限制对汽车贸易园区整体的服务能力持观望态度。园区主体采取一系列措施招揽汽车经营商户入驻园区,由于缺乏系统的理论研究,招揽手段单一,商户入驻意愿不强,笔者在参与导师实践项目时也遇到同样的现实问题,应如何提高商户入驻意愿,如何增强园区的服务能力。基于这样的背景,笔者试图研究汽车贸易园区的服务能力对商户入驻意愿的影响,探究感知服务能力和入驻意愿之间的作用机理,为汽车贸易园区的建设发展提供指导性和实践性的方向。本文基于产业集聚理论、企业能力理论等相关理论,深入分析了汽车贸易园区作为产业集聚的特殊形式,其服务能力由哪些关键性的要素所组成。从理性行为、计划行为及感知价值理论角度出发,提出感知服务能力通过感知利益和感知风险作用于入驻意愿,构建出本文的理论模型,分析感知服务能力的三个关键性要素并提出本文的研究假设。通过成熟量表设计形成本研究实证分析的调查问卷,依托导师的项目及笔者调查实践,最终收集到235个样本数据进行实证分析。笔者通过对样本数据的描述性统计分析、信度分析、效度分析、相关分析、回归分析来验证本文的研究假设,提出了感知服务能力对入驻意愿影响因素研究的以下结论:(1)感知物流服务、感知知识服务对入驻意愿具有正向影响作用;(2)感知服务能力的三个维度(感知物流服务、感知知识服务、感知金融服务)对感知利益具有正向影响作用;(3)感知知识服务和感知金融服务对感知风险具有负向影响作用;(4)感知利益对入驻意愿具有正向影响作用,感知风险对入驻意愿具有负向影响作用;(5)感知利益在感知物流服务和入驻意愿之间起完全中介作用,感知利益在感知知识服务和入驻意愿之间起部分中介作用;(6)感知风险在感知物流服务和入驻意愿之间中介作用不显著,感知风险在感知知识服务和入驻意愿之间起部分中介作用。针对本文已验证的假设,笔者提出针对汽车贸易园区的两点发展建议:(1)提高汽车贸易园区关键性的服务能力;(2)提升商户感知利益,规避商户感知风险;(3)促进汽车贸易园区主体与商户利益的协同发展。并在文中结尾指出了本研究的不足之处。
[Abstract]:As a special form of automobile circulation, automobile trade park appeared in the 1990s, with the rapid development of economy. The auto trade park has gradually developed into a comprehensive automobile park with diversified forms and perfect service functions. It integrates and optimizes the automobile resources, and focuses on "one-stop" services such as automobile exhibition, sales, post-market, etc. And supporting automobile finance and urban leisure tourism services, unified management and operation, in the second and third tier city development is particularly rapid, has become a new landmark of regional economic development. Automobile trade park in the rapid development at the same time, Attracting a large number of automobile business operators to move in and gradually forming an industrial cluster in the automobile industry chain. However, in the early stage of the construction of the auto trade park, the main operation effect of the park was not satisfactory, and a large number of auto operators received funds. The restrictions of talents and so on hold a wait-and-see attitude towards the overall service capacity of the auto trade park. The main body of the park adopts a series of measures to attract auto operators to enter the park. Due to the lack of systematic theoretical research, the solicitation means are single. The desire to enter is not strong, the author also encountered the same practical problems in participating in the tutor practice project, how to improve the willingness of the merchants to enter, how to enhance the service capacity of the park. Based on this background, The author tries to study the influence of the service capacity of the automobile trade park on the willingness of the merchants to enter, and to explore the mechanism between the perceived service ability and the willingness to enter. This paper, based on the theory of industrial agglomeration and the theory of enterprise ability, deeply analyzes the special form of automobile trade park as industrial agglomeration. From the point of view of rational behavior, planning behavior and perceived value theory, this paper puts forward that perceived service ability acts on the intention of entry through perceived interests and perceived risks. The theoretical model of this paper is constructed, the three key elements of perceived service ability are analyzed and the research hypotheses of this paper are put forward. Through the design of maturity scale, the questionnaire of empirical analysis of this study is formed, which relies on the teacher's project and the author's investigation practice. Finally, 235 sample data were collected for empirical analysis. The author verified the research hypothesis by descriptive statistical analysis, reliability analysis, validity analysis, correlation analysis and regression analysis. This paper puts forward the following conclusions: 1) perceived logistics service, and perceived knowledge service has a positive effect on the willingness to enter. (2) three dimensions of perceived service capability (perceived logistics service). Perceived knowledge services, perceived financial services) have a positive impact on perceived interests. 3) perceived knowledge services and perceived financial services have a negative impact on perceived risk. Perceived risk has a negative impact on the willingness to enter. 5) perceived benefits play a complete intermediary role between perceived logistics services and willingness to enter. Perceived interest plays a part of intermediary role between perceived knowledge service and willingness to enter. (6) perceived risk does not play a significant role between perceived logistics service and willingness to move in. Perceived risk partly mediates between perceived knowledge service and willingness to move in. The author puts forward two suggestions for the development of auto trade park: 1) to improve the key service capability of the auto trade park and 2) to enhance the perceived interests of merchants. (3) to promote the coordinated development of the main body of the auto trade park and the interests of the merchants. At the end of this paper, the shortcomings of this study are pointed out.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471

【参考文献】