本文關(guān)鍵詞： 農(nóng)產(chǎn)品電商平臺 服務(wù)質(zhì)量 顧客契合 顧客忠誠　出處：《東北財經(jīng)大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著電子網(wǎng)絡(luò)信息技術(shù)的不斷發(fā)展和普及,在網(wǎng)上購買商品已經(jīng)成為人們購物的主要方式。與此同時,網(wǎng)上可選擇的物品也越來越豐富。其中,選擇在網(wǎng)上購買農(nóng)產(chǎn)品逐漸成為一種新的增長趨勢。我國農(nóng)產(chǎn)品電商平臺發(fā)展的速度極快,先后出現(xiàn)了如淘寶、京東的蔬菜專區(qū);順豐優(yōu)選、菜蟲網(wǎng)等這些多元化的平臺,給顧客提供了更多的選擇。而農(nóng)產(chǎn)品電商平臺已經(jīng)進(jìn)入了同質(zhì)化時代,顧客忠誠不容易維護(hù),這成為農(nóng)產(chǎn)品電商發(fā)展的重要問題。因此,農(nóng)產(chǎn)品除了保證源頭的品質(zhì)和安全外,如何從顧客的角度來提高電商平臺的體驗和服務(wù)水平,以達(dá)到契合和后續(xù)的忠誠,成為學(xué)者們關(guān)注的重點。現(xiàn)有研究結(jié)果表明,服務(wù)質(zhì)量對顧客忠誠的直接效應(yīng)得到驗證,提升自身的服務(wù)質(zhì)量,是培養(yǎng)忠誠顧客的重要競爭手段之一。然而,傳統(tǒng)的顧客關(guān)系理論通�；诜⻊�(wù)質(zhì)量、顧客滿意和顧客忠誠的關(guān)系模型來解釋和指導(dǎo)實踐。然而在現(xiàn)如今的電子商務(wù)環(huán)境中,滿意的顧客可能無法導(dǎo)致忠誠。因此,本文在現(xiàn)有理論的基礎(chǔ)上,嘗試研究農(nóng)產(chǎn)品電商平臺服務(wù)質(zhì)量對顧客忠誠的影響,并把顧客契合放進(jìn)這兩者的關(guān)系中,構(gòu)建了服務(wù)質(zhì)量為自變量、顧客契合為中介變量、顧客忠誠為因變量的理論模型。通過現(xiàn)場攔截和網(wǎng)絡(luò)調(diào)研的平臺收集所需要的調(diào)查問卷,并運用SPSS19.0和AMOS21.0數(shù)據(jù)處理軟件來收集的403份問卷進(jìn)行實證檢驗。實證研究分析表明,農(nóng)產(chǎn)品電商平臺服務(wù)質(zhì)量(服務(wù)過程質(zhì)量、服務(wù)結(jié)果質(zhì)量和服務(wù)補救質(zhì)量)對顧客契合有顯著的正向影響;顧客契合對顧客忠誠有顯著的正向影響;服務(wù)過程質(zhì)量和服務(wù)結(jié)果質(zhì)量既能直接對顧客忠誠產(chǎn)生影響,又能通過顧客契合間接的影響顧客忠誠;而服務(wù)補救質(zhì)量通過顧客契合影響顧客忠誠。這些研究結(jié)論,一方面進(jìn)一步豐富了顧客關(guān)系理論�，F(xiàn)有的相關(guān)研究依然遵循傳統(tǒng)的顧客關(guān)系理論,即"服務(wù)質(zhì)量—顧客滿意—顧客忠誠"的研究路徑。本文在這個理論的基礎(chǔ)上,引進(jìn)了更加符合網(wǎng)絡(luò)環(huán)境下凸顯重要性的顧客契合中介變量,拓展了相關(guān)研究理論。另一方面,本文的研究是在以農(nóng)產(chǎn)品電商平臺為背景的前提下進(jìn)行的,本文的研究結(jié)果有助于為農(nóng)產(chǎn)品電商平臺開發(fā)忠誠的客戶提供可操作性的管理意見。然而,針對本研究仍然有著以下的不足。首先,雖然研究對象涵蓋了諸多農(nóng)產(chǎn)品電商平臺,但主要以知名度比較高的平臺為主,從一定的程度上講,樣本的代表性欠佳;其次,本研究針對消費者經(jīng)常購買的平臺收集了數(shù)據(jù),雖然研究模型與假設(shè)得到了較好的驗證,但研究并沒有對平臺類型進(jìn)行分類,研究結(jié)論對不同類型的平臺是否具有普適性還有待進(jìn)一步驗證;最后,還有必要引入相關(guān)的調(diào)節(jié)變量(如消費者的個人特征、購買農(nóng)產(chǎn)品類別等)納入到研究的范圍,對模型進(jìn)行完善,依此得到更為準(zhǔn)確和系統(tǒng)的結(jié)論。
[Abstract]:With the continuous development and popularization of electronic network information technology, buying goods on the Internet has become the main way for people to buy goods. At the same time, there are more and more items available on the Internet. Choosing to buy agricultural products on the Internet has gradually become a new growth trend. The e-commerce platform for agricultural products in China has developed very rapidly, with such diversified platforms as Taobao and JingDong's vegetable zone, Shunfeng excellent selection, vegetable insect net, and so on. The e-commerce platform for agricultural products has entered an era of homogeneity, and customer loyalty is not easy to maintain. This has become an important issue in the development of agricultural products e-commerce. Therefore, in addition to ensuring the quality and safety of agricultural products, How to improve the experience and service level of e-commerce platform from the customer's point of view has become the focus of scholars' attention. The current research results show that the direct effect of service quality on customer loyalty is verified. Improving the quality of service is one of the important competitive means to cultivate loyal customers. However, the traditional theory of customer relationship is usually based on the quality of service. The relationship between customer satisfaction and customer loyalty is used to explain and guide practice. However, in today's electronic commerce environment, satisfied customers may not be able to lead to loyalty. This paper attempts to study the influence of service quality on customer loyalty in agricultural products e-commerce platform, and puts the customer fit into the relationship between them, and constructs the service quality as independent variable and customer fit as intermediary variable. The theoretical model of customer loyalty as dependent variable. Through the platform of field interception and network investigation, we collect the required questionnaires, and use SPSS19.0 and AMOS21.0 data processing software to collect 403 questionnaires for empirical test. The service quality of agricultural products e-commerce platform (service process quality, service result quality and service remedy quality) has a significant positive impact on customer fit, customer fit has a significant positive impact on customer loyalty. Service process quality and service result quality can not only directly affect customer loyalty, but also indirectly affect customer loyalty through customer fit, while service remedy quality affects customer loyalty through customer fit. On the one hand, it further enriches the customer relationship theory. The existing research still follows the traditional customer relationship theory, that is, "service quality-customer satisfaction-customer loyalty". This paper introduces more important customer fit intermediary variables in the network environment, and expands the relevant research theory. On the other hand, the research of this paper is carried out on the premise of the agricultural products e-commerce platform as the background. The research results of this paper are helpful to provide operable management advice for loyal customers in the development of agricultural products e-commerce platform. However, there are still some shortcomings in this study. First of all, although the research objects cover many agricultural products e-commerce platforms, To a certain extent, the sample is not representative enough. Secondly, this study collects data for the platforms that consumers often buy, although the research models and assumptions are well verified. However, the study does not classify the types of platforms, and the conclusions of the study on whether different types of platforms have universality still need to be further verified. Finally, it is necessary to introduce relevant adjustment variables (such as consumers' personal characteristics). The model is improved to get a more accurate and systematic conclusion.
【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】：2016
【分類號】：F274;F724.6;F323.7

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