本文選題：虛擬社區(qū) + B2C電子商務(wù)　； 參考：《北京郵電大學》2012年碩士論文

【摘要】：虛擬社區(qū)的存在,促使人們開始在數(shù)字空間中交流共享有價值的信息,發(fā)揮現(xiàn)實社區(qū)所不及的影響力。新一輪的電子商務(wù)浪潮正推動整個網(wǎng)絡(luò)經(jīng)濟的快速發(fā)展,大型B2C網(wǎng)站已投入對自有社區(qū)的建設(shè),借此提高企業(yè)的客戶忠誠。在此背景下,本文正要將虛擬社區(qū)與電子商務(wù)E-忠誠結(jié)合起來分析,探討虛擬社區(qū)對B2C電子商務(wù)客戶E-忠誠的影響機制。 本文在總結(jié)學術(shù)界關(guān)于E-忠誠模型研究的基礎(chǔ)上,對傳統(tǒng)線下消費者忠誠的影響因素、B2C電子商務(wù)客戶忠誠的影響因素以及虛擬社區(qū)對客戶滿意的影響因素進行過濾融合,構(gòu)建本文的研究模型,從網(wǎng)站設(shè)計和虛擬社區(qū)感兩個方面進行研究,探究虛擬社區(qū)感的四個維度對E-忠誠度的影響,以更好地詮釋B2C電子商務(wù)網(wǎng)站中虛擬社區(qū)對客戶忠誠度的影響機制,為B2C電子商務(wù)虛擬社區(qū)的實踐提供理論基礎(chǔ)。 本文在理論研究之上又進行了數(shù)據(jù)求證,得出虛擬社區(qū)對B2C電子商務(wù)客戶E-忠誠影響關(guān)系的結(jié)論：首先,對于一個B2C電子商務(wù)網(wǎng)站,其用戶接口質(zhì)量是直接影響客戶信任的因素。其次,從虛擬社區(qū)感的四個維度來說,成員對社區(qū)的歸屬感能提高客戶對網(wǎng)站的信任,社區(qū)對成員的需求滿足和成員影響力的形成直接影響客戶的轉(zhuǎn)換成本。最后,客戶的信任加上轉(zhuǎn)化成本的提高進而能保持網(wǎng)站客戶的E-忠誠度。 為了使研究更具實踐意義,本文在得出結(jié)論的基礎(chǔ)上,針對性的給出實施建議,同時也提出了本文的研究的不足之處,為下一步的研究提供方向。
[Abstract]:With the existence of virtual community, people begin to exchange and share valuable information in digital space. The new wave of e-commerce is promoting the rapid development of the entire network economy. Large B2C websites have invested in the construction of their own communities, thereby enhancing the customer loyalty of enterprises. Under this background, this paper is going to combine virtual community with E-commerce E- loyalty, and discuss the influence mechanism of virtual community on B2C E-commerce customer E- loyalty. On the basis of summarizing the research of E- loyalty model in academic circles, this paper filters and fuses the influencing factors of customer loyalty of B2C e-commerce and the influence factors of virtual community on customer satisfaction. Based on the research model of this paper, this paper explores the influence of four dimensions of virtual community on E- loyalty from two aspects: website design and virtual community feeling. In order to better explain the influence mechanism of virtual community to customer loyalty in B2C e-commerce website, it provides a theoretical basis for the practice of B2C e-commerce virtual community. On the basis of theoretical research, this paper makes data verification, and draws the conclusion that virtual community influences the relationship between E- loyalty of B2C e-commerce customers: first, for a B2C e-commerce website, The quality of user interface is the factor that directly affects customer trust. Secondly, from the four dimensions of virtual community sense, members' sense of belonging to the community can improve the customer's trust in the website, and the community's satisfaction for the members' needs and the formation of the member's influence directly affect the customer's conversion cost. Finally, the trust of the customer and the increase of the cost of conversion can maintain the E- loyalty of the website customer. In order to make the research more practical significance, this paper, on the basis of the conclusion, gives the implementation recommendations, but also puts forward the deficiencies of this study, which provides a direction for the next research.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：TP393.09

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