本文關(guān)鍵詞：網(wǎng)絡(luò)原創(chuàng)服裝品牌顧客忠誠模型的實證研究　出處：《北京服裝學(xué)院》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 網(wǎng)絡(luò)原創(chuàng)服裝品牌 顧客感知價值 顧客滿意 轉(zhuǎn)換成本 顧客忠誠

【摘要】：隨著網(wǎng)絡(luò)信息技術(shù)的發(fā)展、人們生活節(jié)奏的加快，消費者的購物方式也在發(fā)生改變，網(wǎng)絡(luò)購物已經(jīng)成為很多消費者生活中不可或缺的重要部分。在此背景下，依托于第三方平臺的網(wǎng)絡(luò)原創(chuàng)服裝品牌也得到了快速發(fā)展，同時其所處競爭環(huán)境也非常激烈，而顧客忠誠對于提高品牌形象，提升品牌競爭力有著重要作用。 本文以網(wǎng)絡(luò)原創(chuàng)服裝品牌為研究對象，采用了實證分析方法，在對相關(guān)文獻(xiàn)進(jìn)行梳理、對網(wǎng)絡(luò)原創(chuàng)服裝品牌概況和消費者特征進(jìn)行分析的基礎(chǔ)上，構(gòu)建了網(wǎng)絡(luò)原創(chuàng)服裝品牌顧客忠誠模型。從顧客感知價值角度入手，，將顧客感知價值劃分為了功能價值、服務(wù)價值和社會價值三個維度，設(shè)計出了適用于網(wǎng)購方式下服裝行業(yè)的顧客感知價值測量量表，并且通過了信度和效度檢驗。對這三個維度和顧客滿意、顧客忠誠進(jìn)行了相關(guān)和回歸分析，并對轉(zhuǎn)換成本對顧客滿意與顧客忠誠關(guān)系的調(diào)節(jié)作用進(jìn)行了驗證。得出了功能價值和服務(wù)價值通過顧客滿意對顧客忠誠有間接正向影響、社會價值對顧客滿意和顧客忠誠有直接正向影響、顧客滿意對顧客忠誠有直接正向影響和轉(zhuǎn)換成本對顧客忠誠有直接正向影響的結(jié)論。最后根據(jù)實證研究的結(jié)論，本文為網(wǎng)絡(luò)原創(chuàng)服裝品牌的營銷和經(jīng)營管理提出了建議，總結(jié)了本文的局限性并提出了展望。
[Abstract]:With the development of network information technology and the quickening of people's life rhythm, the shopping mode of consumers is also changing. Online shopping has become an indispensable part of many consumers' life. The network original clothing brand based on the third party platform has also been developed rapidly and its competitive environment is also very fierce. Customer loyalty plays an important role in improving brand image and brand competitiveness. This article takes the network original clothing brand as the research object, adopts the empirical analysis method, carries on the combing to the related literature, carries on the analysis to the network original clothing brand profile and the consumer characteristic foundation. From the perspective of customer perceived value, the customer perceived value is divided into three dimensions: functional value, service value and social value. This paper designs a customer perceived value measurement scale which is suitable for online shopping, and passes the reliability and validity tests. The correlation and regression analysis of these three dimensions and customer satisfaction, customer loyalty are carried out. The effect of conversion cost on the relationship between customer satisfaction and customer loyalty is verified. The function value and service value have indirect positive effect on customer loyalty through customer satisfaction. Social value has a direct positive impact on customer satisfaction and customer loyalty. The conclusion that customer satisfaction has direct positive effect on customer loyalty and switching cost has direct positive effect on customer loyalty. Finally, according to the conclusion of empirical research. This paper puts forward some suggestions for the marketing and management of online original clothing brand, summarizes the limitations of this paper and puts forward the prospect.
【學(xué)位授予單位】：北京服裝學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F713.55

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