通信企业顾客渠道选择影响因素分析

发布时间：2018-05-20 08:45

本文选题：渠道选择 + 渠道特性　；参考：《北京邮电大学》2012年硕士论文

【摘要】：随着科技的发展,市场竞争的加剧,传统实体渠道和新兴电子渠道构成的多渠道架构日益成为当今企业渠道发展方向。电子渠道的普及,不只给顾客增加了新的购物途径,还在一定程度上改变顾客的购物方式。因此,未来实体渠道与电子渠道在企业渠道建设发展中是如何定位的,两者应该是怎样的关系日益成为理论界与企业界关注的重要问题。其中什么因素会影响顾客在购物时对这两种渠道的选择更是研究中必须首先解决的焦点,这也是本研究所主要探讨的问题。经过许多学者的观点及研究汇总,发现可能影响消费者购物时渠道选择的因素主要有“渠道特性”、“产品特性”及“消费者特性”三个特性中的七个因素。目前相关的研究大都只针对其中某个单一特性进行研究,本文整合相关研究建立了整体性研究框架,结合通信企业渠道、产品特点,研究这七个因素对顾客购买通信产品时渠道选择的影响。渠道选择行为包括选择实体渠道与电子渠道,结合研究目的,本文将研究环境设定为对电子渠道的选择,探讨哪些因素对顾客选择从实体渠道转移到电子渠道购买通信产品产生影响。在此基础上,本文参考现有量表,针对性设计出调查问卷,以享受移动通信服务的个人消费者为调查对象,发放并回收问卷,经过对调查数据的汇总统计并通过SPSS17.0和结构方程软件AMOS17.0进行数据分析,得到研究结论。研究结果显示,当顾客在购买通信产品时,渠道特性中的交易成本、产品特性中的产品价格、产品复杂程度以及消费者特性中的便利重要性这四个因素会显著影响顾客选择电子渠道,而产品特性中的产品选择与信息、娱乐性、消费者特性中的产品涉入程度这三个因素影响不显著。因此,建议通信企业在通过多渠道进行市场营销时,必须要了解自身渠道的特性,针对顾客重视的因素,结合不同类型顾客采取相应的措施,实现电子渠道服务分流并提高顾客的满意度和忠诚度。
[Abstract]:With the development of science and technology and the aggravation of market competition, the multi-channel structure composed of traditional physical channel and new electronic channel has become the developing direction of enterprise channel. The popularity of electronic channels not only adds new shopping channels to customers, but also changes their shopping methods to a certain extent. Therefore, how to position the physical channel and the electronic channel in the development of the enterprise channel construction in the future, and how the relationship between the two should become an important issue that the theorists and the business circles pay more and more attention to day by day. What factors will affect the choice of these two channels is the focus of the study, which is also the main problem discussed in this study. Through many scholars' opinions and research summary, it is found that there are seven factors that may influence the choice of channel when consumers buy goods, such as "channel characteristics", "product characteristics" and "consumer characteristics". At present, most of the related research only focus on one of the single characteristics, this paper integrates the related research to establish a holistic research framework, combined with the communication enterprise channels, product characteristics, This paper studies the influence of these seven factors on channel selection when customers buy communication products. The behavior of channel selection includes the choice of physical channel and electronic channel. In combination with the purpose of the research, this paper sets the research environment as the choice of electronic channel. To explore what factors affect customer choice from physical channels to electronic channels to buy communications products. On the basis of this, this paper, referring to the existing scale, designs out the questionnaire, which is aimed at the individual consumers who enjoy the mobile communication service, and then issues and reclaims the questionnaire. Through the statistics of the survey data and the data analysis of SPSS17.0 and structural equation software AMOS17.0, the conclusion of the research is obtained. The results show that when a customer buys a communication product, the transaction cost in the channel characteristic, the product price in the product characteristic, Four factors, the complexity of the product and the importance of convenience in the consumer characteristics, will significantly affect the customer's choice of electronic channels, while the product selection and information in the product characteristics, entertainment, The three factors of product involvement in consumer characteristics are not significant. Therefore, it is suggested that communication enterprises should understand the characteristics of their own channels when marketing through multiple channels, and take corresponding measures according to the factors that customers attach importance to, combining with different types of customers. Achieve electronic channel service diversion and improve customer satisfaction and loyalty.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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