本文選題：感知風(fēng)險　切入點：顧客保留意愿　出處：《東北財經(jīng)大學(xué)》2013年碩士論文

【摘要】：伴隨著信息技術(shù)的高速發(fā)展,尤其是網(wǎng)絡(luò)技術(shù)的普及,全球電子商務(wù)模式和人們的消費觀念都產(chǎn)生了巨大的變化。從1995年第一家網(wǎng)上銀行走入人們的視野以來,經(jīng)過不到30年的發(fā)展,網(wǎng)上銀行已經(jīng)被世界主要國家和地區(qū)的消費者廣泛接受。但是,近十年來網(wǎng)上銀行事故頻發(fā),客戶賬戶被盜、隱私資料被泄露的事件頻發(fā),盡管網(wǎng)上銀行用戶的數(shù)量非常龐大,事故所占比例不高,但卻不能不重視網(wǎng)上銀行事故對消費者心理產(chǎn)生的巨大影響。消費者通過已發(fā)生事故所感知到的風(fēng)險,無疑會使消費者對網(wǎng)上銀行產(chǎn)生一定的抵抗情緒,這種情緒非常不利于銀行業(yè)務(wù)的拓展。 通過對現(xiàn)有文獻檢索分析,發(fā)現(xiàn)過往學(xué)者大多將研究重點放在感知風(fēng)險和轉(zhuǎn)換成本對于消費者行為的影響作用上,而相對忽視了對于消費者心理的影響作用。本文從這一點出發(fā),采取實證研究的方法,通過對網(wǎng)上銀行顧客樣本數(shù)據(jù)采集和分析,深入探討感知風(fēng)險和轉(zhuǎn)換成本對顧客保留意愿的影響作用。 本文分析得出如下結(jié)論： (1)個人網(wǎng)上銀行業(yè)務(wù)的顧客感知風(fēng)險與顧客保留意愿顯著負相關(guān),即在使用網(wǎng)上銀行的過程中,顧客所感受到的風(fēng)險越高,顧客保留意愿越低,就越容易更換當(dāng)前網(wǎng)上銀行服務(wù)的供應(yīng)商。這一點是與事實和邏輯相符合的。(2)個人網(wǎng)上銀行業(yè)務(wù)的轉(zhuǎn)換成本從更換供應(yīng)商流程的視角來看,可以劃分為退出成本和建立成本,退出成本與顧客保留意愿存在顯著負相關(guān)關(guān)系,即銀行所設(shè)立的退出成本越高,顧客的保留意愿就越低。建立成本對于顧客保留意愿的影響作用并不顯著。(3)轉(zhuǎn)換成本對于感知風(fēng)險和顧客保留意愿的調(diào)節(jié)作用部分成立。退出成本顯著增強隱私風(fēng)險和顧客保留意愿之間的負向關(guān)系,即顧客在感受到隱私可能泄露的風(fēng)險時,退出成本越高,顧客保留意愿越低。 針對以上研究結(jié)論,本文對各銀行提出了幾點營銷啟示：(1)通過網(wǎng)上銀行安全性營銷,提升顧客感知安全性。(2)適度設(shè)立退出成本,不斷降低建立成本,“鎖住”有價值的顧客。
[Abstract]:With the rapid development of information technology, especially the popularization of network technology, the mode of global electronic commerce and people's consumption concept have changed greatly.After less than 30 years of development, Internet banking has been widely accepted by consumers in major countries and regions of the world.However, in the past decade, there have been frequent incidents of online banking accidents, customer accounts stolen and privacy information leaked. Although the number of Internet banking users is very large, the proportion of accidents is not high.However, we should attach great importance to the impact of online banking accidents on consumer psychology.The risk that consumers perceive through the accidents will undoubtedly make consumers have a certain resistance to online banking, which is not conducive to the expansion of banking business.Through the analysis of the existing literature, it is found that most of the past scholars have focused on the impact of perceived risk and switching costs on consumer behavior, while ignoring the impact on consumer psychology.From this point of view, this paper adopts the method of empirical research, through the collection and analysis of customer sample data of online banking, deeply discusses the effect of perceived risk and switching cost on customer retention intention.The conclusion of this paper is as follows:1) the perceived risk of personal online banking business is negatively correlated with customer retention intention, that is, in the process of using online banking, the higher the risk the customer feels, the lower the customer retention willingness is.The easier it is to replace the current online banking service providers.This is true of fact and logic. 2) the conversion costs of personal online banking can be divided into exit costs and build costs from the perspective of the replacement supplier process.There is a significant negative correlation between withdrawal cost and customer retention intention, that is, the higher the exit cost set up by the bank, the lower the customer retention willingness.The effect of establishment cost on customer retention intention is not significant.) the effect of conversion cost on perceived risk and customer retention intention is partly true.Exit cost significantly enhances the negative relationship between privacy risk and customer retention willingness, that is, the higher the exit cost, the lower the customer retention willingness when the customer feels the risk of privacy disclosure.In view of the above research conclusions, this paper puts forward several points of marketing enlightenment to each bank: 1) through the security marketing of online bank, to enhance the customer perceived security. 2) to set up the exit cost moderately, to reduce the establishment cost continuously, and to "lock" the valuable customer.
【學(xué)位授予單位】：東北財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.2

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本文編號：1710465