本文關(guān)鍵詞：基于整體產(chǎn)品理論的網(wǎng)絡(luò)產(chǎn)品質(zhì)量、顧客價值研究　出處：《浙江大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 整體網(wǎng)絡(luò)產(chǎn)品質(zhì)量 顧客實用性價值 顧客享樂性價值 顧客滿意度

【摘要】：近年來,中國的網(wǎng)絡(luò)購物市場維持了一個比較高的增長水平,網(wǎng)絡(luò)購物已經(jīng)植根于人們的日常生活,成為了一種常態(tài)。購物習(xí)慣的改變也帶動了消費觀念的改變,顧客不僅將網(wǎng)購當(dāng)作為一種購買目標(biāo)產(chǎn)品的便捷方式,也將其當(dāng)作了一種可以享受到興奮愉悅感的娛樂消遣方式,因而消費者對于購物網(wǎng)站的需求也更加多元化。 顧客價值和顧客滿意度是網(wǎng)絡(luò)營銷中的核心內(nèi)容。在日益白日化的競爭中,如何能夠更加針對性地迎合顧客需求、更加差異化地打造企業(yè)的核心競爭力,是購物網(wǎng)站運營商們目前所面對的問題。因此有必要構(gòu)建理論模型系統(tǒng)地解釋網(wǎng)購環(huán)境中顧客價值、顧客滿意度的形成過程,為企業(yè)更好地配置資源、維護顧客關(guān)系提供參考。 本論文從整體產(chǎn)品質(zhì)量的視角出發(fā),以網(wǎng)絡(luò)產(chǎn)品質(zhì)量和價值為核心構(gòu)建了網(wǎng)絡(luò)購物消費者滿意度理論模型。模型結(jié)合了網(wǎng)絡(luò)購物平臺的特點,對傳統(tǒng)質(zhì)量和顧客價值的內(nèi)涵和層次進行了延伸,力求探索幾個問題：整體網(wǎng)絡(luò)產(chǎn)品質(zhì)量包含了哪幾個維度?顧客對這些維度的感知效用程度是多少?網(wǎng)絡(luò)產(chǎn)品質(zhì)量各維度與顧客享樂性價值和實用性價值之間的關(guān)系如何?顧客享樂性價值和實用性價值對顧客滿意度的影響程度是多少? 論文采用了問卷調(diào)查方式向全國的網(wǎng)絡(luò)購物顧客收集數(shù)據(jù),并采用SPSS軟件、AMOS軟件對各變量之間的因果關(guān)系進行了檢驗。本研究取得了以下幾個結(jié)論：(1)整體網(wǎng)絡(luò)產(chǎn)品質(zhì)量中初始產(chǎn)品質(zhì)量、產(chǎn)品信息質(zhì)量和網(wǎng)站服務(wù)質(zhì)量對顧客實用主義價值有顯著正向影響；(2)產(chǎn)品信息質(zhì)量、網(wǎng)站信息質(zhì)量對顧客享樂主義購物價值有顯著正向影響；(3)初始產(chǎn)品質(zhì)量、產(chǎn)品信息質(zhì)量、網(wǎng)站信息質(zhì)量和網(wǎng)站服務(wù)質(zhì)量對顧客滿意度有顯著正向影響；(4)顧客實用主義價值對顧客滿意度有顯著正向影響；(5)顧客享樂主義價值對顧客滿意度有顯著正向影響。 這些發(fā)現(xiàn)拓展了網(wǎng)絡(luò)購物價值前因的研究,為購物網(wǎng)站運營商的價值定位提供了參考；同時,本研究也驗證了網(wǎng)絡(luò)購物顧客“質(zhì)量-價值-滿意度”模型,所得結(jié)論對于網(wǎng)絡(luò)營銷學(xué)、網(wǎng)絡(luò)產(chǎn)品策略學(xué)都具有參考價值和借鑒意義。
[Abstract]:In recent years, the online shopping market Chinese to maintain a relatively high level of growth, online shopping has been rooted in people's daily life, has become a norm. Shopping habits change also led to the change of consumption concept, the customer will not only online shopping as a convenient way to buy target products, will also be the as a kind of entertainment can enjoy exciting pleasure, so the consumer demand for shopping sites are more diversified.
Customer value and customer satisfaction is the core content in network marketing. In the increasingly heated competition, how to be more targeted to meet customer needs, more differentiated to build the core competitiveness of enterprises, is the shopping website operators are currently facing problems. Because of this it is necessary to establish a theoretical model to explain the customer system the value of online shopping environment, the formation process of customer satisfaction, for the enterprise to better allocation of resources, provide reference for customer relationship maintenance.
This paper from the perspective of the overall product quality, product quality and value to the network as the core of the network shopping consumer satisfaction theoretical model. The model combines the characteristics of the online shopping platform, content and level of traditional quality and customer value has been extended, and explore several problems: the whole network which contains the quality of the products how much is the customer dimension? On these dimensions of perceived utility? Network product quality dimensions and how the relationship between customer hedonic value and practical value? What is the impact of customer hedonic value and practical value to the customer satisfaction?
This paper uses a questionnaire to collect data to online shopping customers nationwide, and using SPSS software to test the causal relationship between variables were analyzed by AMOS software. This research obtains the following conclusions: (1) the initial product quality in the whole network of product quality, product quality and service quality of website information has a significant positive effect Pragmatism on customer value; (2) product information quality, information quality has a significant positive effect on customer hedonic shopping value; (3) the initial product quality, product information quality has a significant positive effect of website information quality and satisfaction of service quality on customer; (4) there is a significant positive effect on customer value on customer satisfaction of pragmatism; (5) there is a significant positive effect on customer hedonic value on customer satisfaction.
These findings expand the research value of the antecedents of online shopping, which provides a reference for the value orientation of shopping website operators; at the same time, this study also verified the online shopping customers "quality value satisfaction" model, the conclusion for the network marketing, network product strategy has reference value and significance.

【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274

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