本文選題：顧客感知風(fēng)險(xiǎn) + 關(guān)系質(zhì)量��； 參考：《中北大學(xué)》2014年碩士論文

【摘要】：互聯(lián)網(wǎng)技術(shù)無可爭(zhēng)議的成為21世紀(jì)影響經(jīng)濟(jì)和社會(huì)最深遠(yuǎn)的技術(shù)之一，隨著互聯(lián)網(wǎng)技術(shù)的發(fā)展，電子商務(wù)的競(jìng)爭(zhēng)越來越激烈，除了在價(jià)格，品質(zhì)等方面的競(jìng)爭(zhēng)外，，擁有忠實(shí)的客戶，將會(huì)在很大程度上提高企業(yè)的競(jìng)爭(zhēng)優(yōu)勢(shì)，然而電子商務(wù)給企業(yè)帶來發(fā)展機(jī)會(huì)的同時(shí)也帶來了一定的挑戰(zhàn)風(fēng)險(xiǎn)，如何在電子商務(wù)環(huán)境中贏得顧客信任、與顧客建立長(zhǎng)期關(guān)系，是企業(yè)在競(jìng)爭(zhēng)中的一直研究的熱點(diǎn)問題。 本研究以電子商務(wù)環(huán)境為背景，運(yùn)用理論研究和實(shí)證研究相結(jié)合的方法，以感知風(fēng)險(xiǎn)和關(guān)系質(zhì)量理論為指導(dǎo)，提出電子商務(wù)環(huán)境下顧客感知風(fēng)險(xiǎn)與關(guān)系質(zhì)量的維度，建立顧客感知風(fēng)險(xiǎn)對(duì)關(guān)系質(zhì)量的影響模型，運(yùn)用SPSS軟件進(jìn)行數(shù)據(jù)分析，得出滿意、信任、承諾的回歸模型，并驗(yàn)證假設(shè)。 本文首先對(duì)顧客感知風(fēng)險(xiǎn)、關(guān)系質(zhì)量的含義進(jìn)行了界定，并結(jié)合電子商務(wù)環(huán)境的特點(diǎn)，確定顧客感知風(fēng)險(xiǎn)與關(guān)系質(zhì)量的維度，然后，在系統(tǒng)分析顧客感知風(fēng)險(xiǎn)對(duì)關(guān)系質(zhì)量的影響基礎(chǔ)上，將顧客感知風(fēng)險(xiǎn)劃分為財(cái)務(wù)風(fēng)險(xiǎn)、功能風(fēng)險(xiǎn)、隱私風(fēng)險(xiǎn)、服務(wù)風(fēng)險(xiǎn)、運(yùn)輸風(fēng)險(xiǎn)、時(shí)間風(fēng)險(xiǎn)六個(gè)維度，并將這六個(gè)維度細(xì)化分為21個(gè)指標(biāo)，將關(guān)系質(zhì)量劃分為滿意、信任、承諾三個(gè)維度，并細(xì)化為10個(gè)指標(biāo)，引入人口統(tǒng)計(jì)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(diào)節(jié)變量，構(gòu)建顧客感知風(fēng)險(xiǎn)對(duì)關(guān)系質(zhì)量的影響模型。 在建立模型的基礎(chǔ)上設(shè)計(jì)了調(diào)查問卷，在山西省太原地區(qū)發(fā)放300份問卷進(jìn)行調(diào)查。運(yùn)用SPSS軟件對(duì)232份有效問卷中的數(shù)據(jù)進(jìn)行了分析與驗(yàn)證，研究發(fā)現(xiàn)顧客感知風(fēng)險(xiǎn)對(duì)關(guān)系質(zhì)量呈負(fù)相關(guān)關(guān)系，顧客感知風(fēng)險(xiǎn)中的功能風(fēng)險(xiǎn)及財(cái)務(wù)風(fēng)險(xiǎn)對(duì)關(guān)系質(zhì)量影響最大，其他風(fēng)險(xiǎn)因素從大到小排列順序依次為服務(wù)風(fēng)險(xiǎn)、隱私風(fēng)險(xiǎn)、運(yùn)輸風(fēng)險(xiǎn)、時(shí)間風(fēng)險(xiǎn)；人口統(tǒng)計(jì)變量對(duì)顧客感知風(fēng)險(xiǎn)與關(guān)系質(zhì)量均有影響，并根據(jù)研究結(jié)果提出了相關(guān)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(xué)位授予單位】：中北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F713.55

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