本文選題：顧客感知風險 + 關系質量�。� 參考：《中北大學》2014年碩士論文

【摘要】：互聯(lián)網(wǎng)技術無可爭議的成為21世紀影響經濟和社會最深遠的技術之一，隨著互聯(lián)網(wǎng)技術的發(fā)展，電子商務的競爭越來越激烈，除了在價格，品質等方面的競爭外，，擁有忠實的客戶，將會在很大程度上提高企業(yè)的競爭優(yōu)勢，然而電子商務給企業(yè)帶來發(fā)展機會的同時也帶來了一定的挑戰(zhàn)風險，如何在電子商務環(huán)境中贏得顧客信任、與顧客建立長期關系，是企業(yè)在競爭中的一直研究的熱點問題。 本研究以電子商務環(huán)境為背景，運用理論研究和實證研究相結合的方法，以感知風險和關系質量理論為指導，提出電子商務環(huán)境下顧客感知風險與關系質量的維度，建立顧客感知風險對關系質量的影響模型，運用SPSS軟件進行數(shù)據(jù)分析，得出滿意、信任、承諾的回歸模型，并驗證假設。 本文首先對顧客感知風險、關系質量的含義進行了界定，并結合電子商務環(huán)境的特點，確定顧客感知風險與關系質量的維度，然后，在系統(tǒng)分析顧客感知風險對關系質量的影響基礎上，將顧客感知風險劃分為財務風險、功能風險、隱私風險、服務風險、運輸風險、時間風險六個維度，并將這六個維度細化分為21個指標，將關系質量劃分為滿意、信任、承諾三個維度，并細化為10個指標，引入人口統(tǒng)計變量（性別、年齡、教育程度、職業(yè)、月收支、年網(wǎng)購次數(shù)、年網(wǎng)購金額、網(wǎng)購商品類型）作為調節(jié)變量，構建顧客感知風險對關系質量的影響模型。 在建立模型的基礎上設計了調查問卷，在山西省太原地區(qū)發(fā)放300份問卷進行調查。運用SPSS軟件對232份有效問卷中的數(shù)據(jù)進行了分析與驗證，研究發(fā)現(xiàn)顧客感知風險對關系質量呈負相關關系，顧客感知風險中的功能風險及財務風險對關系質量影響最大，其他風險因素從大到小排列順序依次為服務風險、隱私風險、運輸風險、時間風險；人口統(tǒng)計變量對顧客感知風險與關系質量均有影響，并根據(jù)研究結果提出了相關建議。
[Abstract]:Internet technology has become one of the most profound technologies affecting economy and society in the 21st century. With the development of Internet technology, the competition of electronic commerce is becoming more and more fierce, except in the aspects of price, quality and so on. Having loyal customers will improve the competitive advantage of enterprises to a great extent. However, electronic commerce brings development opportunities to enterprises, but also brings some challenge risks, how to win customer trust in e-commerce environment. Establishing long-term relationship with customers is a hot issue in competition. Based on the background of electronic commerce environment, this paper uses the method of combining theoretical research and empirical research, and under the guidance of perceived risk and relationship quality theory, puts forward the dimension of customer perceived risk and relationship quality under the environment of electronic commerce. The influence model of customer perceived risk on relationship quality is established, and the regression model of satisfaction, trust and commitment is obtained by using SPSS software, and the hypothesis is verified. In this paper, the meaning of customer perceived risk and relationship quality is defined, and the dimensions of customer perceived risk and relationship quality are determined according to the characteristics of e-commerce environment. On the basis of systematic analysis of the influence of customer perceived risk on relationship quality, customer perceived risk is divided into six dimensions: financial risk, functional risk, privacy risk, service risk, transportation risk and time risk. The six dimensions were divided into 21 indicators, and the relationship quality was divided into three dimensions: satisfaction, trust, commitment, and 10 indicators. The demographic variables (sex, age, education, occupation, monthly income and expenditure) were introduced. The influence model of customer perceived risk on the relationship quality is constructed as adjusting variables such as the number of times of online purchase, the amount of online purchase and the type of goods purchased online. A questionnaire was designed based on the model and 300 questionnaires were distributed in Taiyuan area of Shanxi Province. The data of 232 valid questionnaires are analyzed and verified by SPSS software. The results show that customer perceived risk is negatively related to relationship quality, and the function risk and financial risk of customer perceived risk have the greatest influence on relationship quality. The order of other risk factors from large to small is service risk, privacy risk, transportation risk, time risk; demographic variables have influence on customer perceived risk and relationship quality.
【學位授予單位】：中北大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F713.55

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本文編號：1816778