O2O模式下S公司顾客满意度影响因素研究

发布时间：2018-03-03 06:44

本文选题：O2O模式　切入点：顾客满意度　出处：《中国地质大学(北京)》2017年硕士论文　论文类型：学位论文

【摘要】：生鲜电商行业由于其自身特点,一直面临着市场潜力巨大但盈利困难的局面。在这种情况下,自2014年开始,资本大量涌入,生鲜电商开始探索O2O的发展模式,试图将其作为下一个突破点。但进入2016年后,曾被视为O2O创业蓝海的生鲜电商行业开始表现出疲态来,众多商家都面临着订单少、利润低的现状。在这一背景下,本文对O2O模式下生鲜电商S公司的顾客满意度影响因素进行研究,使S公司顾客满意度的进一步发展提升有一个较为明确的方向。O2O模式下的生鲜电商企业目前仍处于探索阶段。本文尝试在前人研究的基础上,结合S公司自身特点,对这样一个新兴电商的顾客满意度进行研究。通过分析,将影响S公司顾客满意度的因素划分为感知线上质量、感知线下质量、感知价值和顾客期望四个维度,并借鉴ACSI模型构建出本文的理论模型,同时参考国内外成熟的满意度测评指标体系,设计本文的调查问卷并进行发放,利用SPSS21.0和AMOS21.0软件对收集到的数据进行描述性统计分析、信效度分析、模型拟合分析和标准化路径系数分析。研究结果显示,感知线下质量和感知价值两个潜变量与顾客满意度显著正相关,顾客期望和顾客满意度显著负相关。另外,感知线下质量对顾客满意度的影响要大于感知线上质量。除此之外,网页设计、操作流程、便利性、商品信息可靠性、价格等显变量,对其潜变量的影响系数较大。本研究以O2O模式下生鲜电商企业为例,将感知质量分为感知线上质量和感知线下质量两个方面,并通过结构方程得出各潜变量之间以及潜变量与相对应的显变量之间的影响系数,然后基于结果,提出相应的对策建议。其中对于影响顾客感知线下质量中的便利性这一因素,本文结合S公司实际情况,创造性地提出企业可通过设立自提柜和设立简易自提点的方式来改进。本文的研究结果及相应建议,对S公司这样的初创型生鲜电商具有一定的借鉴价值和指导意义。
[Abstract]:Because of its own characteristics, fresh e-commerce industry has been faced with a huge market potential but difficult profit situation. In this case, since 2014, a large influx of capital, fresh e-commerce began to explore the development model of O2O. But in 2016, the e-commerce industry, once regarded as the O2O start-up Blue Sea, began to show fatigue, with many businesses facing a situation of low orders and low profits. In this paper, the influencing factors of customer satisfaction of fresh e-commerce company S under O _ 2O mode were studied. There is a clear direction for the further development of customer satisfaction in S Company. The fresh and fresh e-commerce enterprises under the mode of .O _ 2O are still in the exploratory stage. This paper attempts to combine the characteristics of S Company with the previous research. Through the analysis, the factors influencing customer satisfaction of S company are divided into four dimensions: perceived online quality, perceived offline quality, perceived value and customer expectation. The theoretical model of this paper is constructed by using ACSI model as reference. At the same time, the questionnaire of this paper is designed and distributed with reference to the domestic and foreign mature satisfaction evaluation index system. The data collected are analyzed by SPSS21.0 and AMOS21.0 software. Reliability and validity analysis, model fitting analysis and standardized path coefficient analysis. The results show that the two latent variables below perception line quality and perceived value are significantly positive correlation with customer satisfaction, customer expectations and customer satisfaction are significantly negative correlation. In addition, web page design, operation process, convenience, commodity information reliability, price and other explicit variables, such as web page design, operation process, convenience, commodity information reliability, price, etc. The influence coefficient of latent variables is great. In this study, the perceived quality is divided into two aspects: perceived quality and perceived quality, taking the O2O model as an example. The influence coefficients between the latent variables and the corresponding explicit variables are obtained by the structural equation, and then, based on the results, the corresponding countermeasures and suggestions are put forward, among which, the convenience in the quality under the customer perception line is affected. Combined with the actual situation of S Company, this paper creatively proposes that enterprises can be improved by setting up self-carrying cabinets and setting up simple self-lifting points. It has certain reference value and guiding significance to the start-up type fresh electricity business such as S Company.
【学位授予单位】：中国地质大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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