發(fā)布時間：2018-02-01 21:11

  本文關(guān)鍵詞： 網(wǎng)站服務(wù)質(zhì)量 社會化電子商務(wù) 感知價值 用戶黏性　出處：《浙江財經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：通訊技術(shù)、信息技術(shù)、網(wǎng)絡(luò)技術(shù)和電子金融技術(shù)等技術(shù)條件以及管理的發(fā)展、完善與應(yīng)用,進(jìn)一步助推了社會化電子商務(wù)(social commerce)的發(fā)展。社會化電子商務(wù)作為一種新的電子商務(wù)衍生模式,它運用社交媒體以及網(wǎng)絡(luò)媒體的傳播渠道,借助人機互動和用戶評論等手段來推動商品的營銷和購買行為。對于消費者來說,在消費過程中體驗到的服務(wù)質(zhì)量是評價企業(yè)商家的重要依據(jù)之一,而產(chǎn)品質(zhì)量和價格在市場中不再是社會化電商企業(yè)爭相比較的優(yōu)勢,也不再是消費者所關(guān)注的重點。針對現(xiàn)階段消費者行為和態(tài)度的轉(zhuǎn)變,如何提高網(wǎng)站服務(wù)質(zhì)量水平,增強網(wǎng)絡(luò)用戶黏性是社會化電商企業(yè)需要解決的關(guān)鍵性問題。本文確定影響虛擬用戶黏性的核心因素,即網(wǎng)站服務(wù)質(zhì)量,有利于將社會化電子商務(wù)發(fā)展的基礎(chǔ)業(yè)務(wù)核心和技術(shù)資源集中在關(guān)鍵領(lǐng)域來穩(wěn)定用戶,從而改善目前行業(yè)內(nèi)同質(zhì)化問題,為企業(yè)獲得競爭優(yōu)勢找到突破口。本文借鑒了學(xué)術(shù)領(lǐng)域中關(guān)于電子商務(wù)以及網(wǎng)站服務(wù)質(zhì)量的相關(guān)經(jīng)典文獻(xiàn),在電子商務(wù)發(fā)展現(xiàn)狀基礎(chǔ)上,預(yù)測了今后的發(fā)展趨勢。接著結(jié)合社會化電子商務(wù)背景,梳理總結(jié)出網(wǎng)站服務(wù)質(zhì)量和感知價值的概念含義以及維度劃分,將用戶黏性作為現(xiàn)狀結(jié)果,網(wǎng)站服務(wù)質(zhì)量為影響因素,感知價值為中介變量,提出本研究概念模型。在實證研究過程中,本文參考了以往關(guān)于網(wǎng)站服務(wù)質(zhì)量的成熟量表,設(shè)計出了調(diào)查問卷進(jìn)行預(yù)調(diào)查。根據(jù)預(yù)調(diào)查結(jié)果修正得出正式問卷收集數(shù)據(jù)。最后對所收集的數(shù)據(jù)通過SPSS統(tǒng)計軟件進(jìn)行分析處理。經(jīng)過研究得出以下結(jié)論:一)網(wǎng)站服務(wù)質(zhì)量并非直接作用于用戶黏性,而是通過感知價值間接對用戶黏性產(chǎn)生影響。二)網(wǎng)站服務(wù)質(zhì)量的維度對實用價值與享樂價值的影響程度各有不同,其中可靠性對兩者的影響最大。三)研究發(fā)現(xiàn)互動性雖然對實用價值有顯著影響,但對享樂價值沒有顯著影響。四)根據(jù)研究結(jié)論,提出電商企業(yè)在經(jīng)營管理中如何合理通過網(wǎng)站服務(wù)質(zhì)量增強用戶黏性,并針對性地提出營銷管理啟示。本文旨在通過研究分析社會化電子商務(wù)網(wǎng)站平臺的服務(wù)質(zhì)量,為相關(guān)企業(yè)提高用戶黏性,吸引用戶提供研究依據(jù)和戰(zhàn)略方向。
[Abstract]:Technical conditions, such as communication technology, information technology, network technology and electronic finance technology, as well as the development, improvement and application of management, It further boosts the development of social commerce. As a new electronic commerce derivative model, social electronic commerce uses social media as well as network media as a channel of communication. By means of man-machine interaction and user comment, we can promote the marketing and purchasing behavior of goods. For consumers, the service quality experienced in the process of consumption is one of the important bases for evaluating enterprises and businesses. However, product quality and price are no longer the competitive advantages of socialized e-commerce enterprises in the market, nor are they the focus of consumers' attention. How to improve the quality of website service in view of the change of consumers' behavior and attitude, The key problem to be solved by socialized e-commerce enterprises is to enhance the viscosity of network users. This paper determines the core factors that affect the stickiness of virtual users, that is, the service quality of websites. The core of the basic business and technical resources of the development of socialized electronic commerce can be concentrated in the key areas to stabilize the users, thus improving the homogeneity problem in the current industry. This paper draws lessons from the classical literature on electronic commerce and website service quality in the academic field, and based on the current development of electronic commerce, Then combining with the background of socialized electronic commerce, the paper summarizes the concept meaning and dimension division of website service quality and perceived value, regards user's stickiness as the present situation result, the website service quality is the influence factor. In the process of empirical research, this paper refers to the maturity scale of website service quality. The questionnaire is designed to carry out pre-survey. According to the revision of the pre-survey results, the formal questionnaire data collection is obtained. Finally, the collected data are analyzed and processed through the SPSS statistical software. The following conclusions are obtained through the research: 1). The quality of service is not directly related to user stickiness. Second, the dimension of website service quality has different influence on practical value and hedonic value. Among them, reliability has the greatest influence on both. 3) although interactivity has significant influence on practical value, it has no significant effect on hedonic value. 4) according to the conclusion of the study, This paper puts forward how to reasonably enhance the user's stickiness through the website service quality in the management of the e-commerce enterprise, and puts forward the enlightenment of the marketing management. This paper aims to analyze the service quality of the socialized e-commerce website platform through the research and analysis. Provide research basis and strategic direction for related enterprises to improve user stickiness and attract users.
【學(xué)位授予單位】：浙江財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F274

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本文編號：1482884