本文關(guān)鍵詞： 區(qū)域電子商務(wù)平臺(tái) 網(wǎng)絡(luò)購(gòu)物 顧客滿意度 結(jié)構(gòu)方程模型　出處：《上海工程技術(shù)大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,電子商務(wù)涌現(xiàn)兩個(gè)新亮點(diǎn),區(qū)域電子商務(wù)和跨境電子商務(wù)迅猛發(fā)展。未來,在國(guó)家政策重視、電子商務(wù)下鄉(xiāng)等利好刺激下,區(qū)域電子商務(wù)將進(jìn)一步迎來更快速的發(fā)展,地方政府推動(dòng)以及區(qū)域產(chǎn)業(yè)轉(zhuǎn)型的高需求都將成為區(qū)域電子商務(wù)發(fā)展的動(dòng)力。區(qū)域電子商務(wù)平臺(tái),即基于同一個(gè)城市的概念而建立的電子商務(wù)平臺(tái),本文的研究對(duì)象主要是在區(qū)域電子商務(wù)平臺(tái)購(gòu)物的個(gè)人消費(fèi)者,故本文中所提到的區(qū)域電子商務(wù)平臺(tái)都是指區(qū)域(B2C)電子商務(wù)平臺(tái)。與全國(guó)性電子商務(wù)相比,區(qū)域電子商務(wù)平臺(tái)具有很多自身優(yōu)勢(shì),比如:高效(短時(shí)間內(nèi)送貨上門)、精準(zhǔn)(熟知當(dāng)?shù)仫L(fēng)俗習(xí)慣,提供精準(zhǔn)服務(wù))、運(yùn)輸成本低等等。中國(guó)是典型的區(qū)域經(jīng)濟(jì),350多個(gè)地級(jí)市,4300多萬企業(yè),80%以上的中小企業(yè)立足于本地服務(wù)與銷售,90%以上的消費(fèi)需要線下實(shí)現(xiàn)或者輔助實(shí)現(xiàn),中小企業(yè)需要適合本地化推廣的電子商務(wù)平臺(tái)。和綜合性電子商務(wù)平臺(tái)相比,區(qū)域電子商務(wù)平臺(tái)需要更加的重視顧客滿意度,原因有二:一方面是消費(fèi)者不熟悉導(dǎo)致的不認(rèn)可;另一方面是隨著消費(fèi)者的熟知而出現(xiàn)的高期望值、低滿意值,這對(duì)于立足于本地發(fā)展的、流量有限的區(qū)域電子商務(wù)平臺(tái)來說都是其實(shí)現(xiàn)可持續(xù)發(fā)展要解決的首要問題,這也是本文研究如何提升區(qū)域電子商務(wù)平臺(tái)顧客滿意度的現(xiàn)實(shí)意義所在。本文的實(shí)證研究選擇已有在區(qū)域電子商務(wù)平臺(tái)購(gòu)物經(jīng)驗(yàn)的消費(fèi)者為研究對(duì)象,從點(diǎn)到面,探尋影響區(qū)域電子商務(wù)顧客滿意度的因素。首先,本文對(duì)顧客滿意度理論、顧客滿意度影響因素及網(wǎng)絡(luò)顧客滿意度測(cè)評(píng)模型等相關(guān)國(guó)內(nèi)外文獻(xiàn)進(jìn)行梳理。緊接著對(duì)電子商務(wù)發(fā)展趨勢(shì)及區(qū)域電子商務(wù)平臺(tái)發(fā)展現(xiàn)狀進(jìn)行分析。在此基礎(chǔ)上,結(jié)合區(qū)域電子商務(wù)自身的特點(diǎn),提出本文的理論模型,并對(duì)模型中的關(guān)系進(jìn)行假設(shè)。其中原因變量為企業(yè)形象、網(wǎng)絡(luò)安全、產(chǎn)品價(jià)值、服務(wù)價(jià)值以及評(píng)價(jià)與等級(jí)五個(gè)維度;中間變量為顧客信任和顧客期望;結(jié)果變量為顧客滿意度。再次,以區(qū)域電子商務(wù)平臺(tái)的消費(fèi)者作為研究對(duì)象,通過問卷調(diào)查的方式進(jìn)行實(shí)證研究。數(shù)據(jù)分析借助SPSS21.0和AMOS21.0兩個(gè)軟件進(jìn)行處理,對(duì)假設(shè)進(jìn)行檢驗(yàn)并得出本文的研究結(jié)論。研究表明,區(qū)域電子商務(wù)平臺(tái)的企業(yè)形象會(huì)對(duì)顧客的網(wǎng)購(gòu)滿意度產(chǎn)生顯著的正向影響作用;區(qū)域電子商務(wù)網(wǎng)站安全性會(huì)正向的顯著影響網(wǎng)購(gòu)顧客的滿意度;產(chǎn)品的價(jià)值會(huì)對(duì)顧客的網(wǎng)購(gòu)滿意度產(chǎn)生顯著的正向影響作用;區(qū)域電子商務(wù)網(wǎng)站服務(wù)價(jià)值提高能夠顯著影響網(wǎng)購(gòu)顧客滿意度的提升;顧客信任對(duì)顧客滿意度有正向影響作用;顧客滿意度的提高,會(huì)帶來良好的口碑,他們?cè)綕M意,給出的評(píng)價(jià)和等級(jí)就越高。最后,本文從顧客消費(fèi)的視角提出了確保平臺(tái)產(chǎn)品價(jià)值、維護(hù)平臺(tái)形象、加強(qiáng)網(wǎng)絡(luò)安全建設(shè)、提高服務(wù)質(zhì)量等建議,希望能夠?yàn)樘嵘齾^(qū)域電子商務(wù)平臺(tái)的顧客滿意度提供思路。
[Abstract]:In recent years, two new bright spots have emerged in electronic commerce, regional electronic commerce and cross-border electronic commerce. In the future, with the favorable stimulus of national policy attention and electronic commerce going to the countryside, regional electronic commerce will further usher in faster development. The high demand of local government and the transformation of regional industry will become the driving force of the development of regional e-commerce. The regional e-commerce platform, which is based on the concept of the same city, will become the driving force of the development of regional e-commerce. The research object of this paper is mainly individual consumers shopping on the regional electronic commerce platform, so the regional electronic commerce platform mentioned in this paper refers to the regional B2C) electronic commerce platform. The regional e-commerce platform has many advantages of its own, such as high efficiency (delivery of goods in a short period of time, precision) (familiarity with local customs, customs, etc.). China is a typical regional economy with more than 350 prefecture-level cities and more than 43 million enterprises or 80 percent of small and medium-sized enterprises based on local services and sales of more than 90 percent of the consumer needs to achieve or assist in the realization of local services. Compared with the comprehensive e-commerce platform, the regional e-commerce platform needs to pay more attention to customer satisfaction for two reasons: on the one hand, the consumers are not familiar with the results of disapproval; On the other hand, it is the high expectation value and the low satisfaction value that appear with the consumers' familiar knowledge. This is the first problem to be solved for the regional e-commerce platform, which is based on the local development and has limited traffic, which should be solved to realize the sustainable development. This is also the practical significance of this paper to study how to improve customer satisfaction of regional e-commerce platform. The empirical study of this paper selects consumers who already have shopping experience in regional e-commerce platform as the research object, from point to face, To explore the factors that affect the customer satisfaction of regional e-commerce. First of all, this paper discusses the theory of customer satisfaction. The influencing factors of customer satisfaction and network customer satisfaction evaluation model and other related domestic and foreign literature were combed. Then the development trend of e-commerce and the status quo of regional e-commerce platform were analyzed. According to the characteristics of regional electronic commerce, this paper puts forward the theoretical model of this paper, and hypothesizes the relationship in the model. The reasons are enterprise image, network security, product value, service value and evaluation and grade. The intermediate variable is customer trust and customer expectation, and the result variable is customer satisfaction. The data analysis is based on SPSS21.0 and AMOS21.0 software to test the hypothesis and draw the conclusion of this paper. The corporate image of the regional e-commerce platform will have a significant positive impact on customer satisfaction, and the security of the regional e-commerce website will have a significant positive impact on customer satisfaction. The value of products will have a significant positive impact on customer satisfaction online; Regional e-commerce website service value can significantly affect the promotion of online shopping customer satisfaction; customer trust has a positive impact on customer satisfaction; The improvement of customer satisfaction will bring good reputation, and the more satisfied they are, the higher the evaluation and grade will be. Finally, this paper puts forward to ensure the platform product value, maintain the platform image and strengthen the network security construction from the perspective of customer consumption. Improve the quality of service and other suggestions, hoping to improve the regional e-commerce platform customer satisfaction ideas.
【學(xué)位授予單位】：上海工程技術(shù)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6;F274

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