發(fā)布時間：2018-04-21 21:57

  本文選題：交叉購買 + 關(guān)系質(zhì)量��； 參考：《重慶工商大學(xué)》2013年碩士論文

【摘要】：餐飲業(yè)是世界上最古老、最活躍，與人民生活緊密相關(guān)的行業(yè)，也是我國近幾年發(fā)展最快的行業(yè)之一。伴隨著改革開放帶來的經(jīng)濟發(fā)展以及消費者消費觀念變化，餐飲業(yè)也在經(jīng)歷著不斷的變革。新餐飲業(yè)態(tài)層出不窮，一些大型、綜合性的連鎖餐飲品牌逐漸占據(jù)餐飲市場主導(dǎo)地位�？系禄�、麥當勞、必勝客等國際快餐品牌以各種形式進入中國市場，中國本土品牌如永和大王、鄉(xiāng)村基等也迅速崛起。各種地方特色的小吃、餐館和酒店也隨著社會的進步和發(fā)展、文化的交互溝通和繁榮從而在全國風(fēng)靡，中國餐飲業(yè)的競爭愈加激烈。在市場逐漸飽和的情況下，商家的市場競爭戰(zhàn)略逐漸從占據(jù)市場份額逐步轉(zhuǎn)向占據(jù)消費者份額。 在餐飲消費過程中，我們經(jīng)常會經(jīng)歷或看到這樣的現(xiàn)象：消費者在一家餐飲店消費一種或一些菜品之后又會有意識或無意識地購買其他菜品、小吃或主食。我們把消費者類似這樣行為稱為交叉購買。消費者的交叉購買能夠使餐飲商增加來自現(xiàn)有消費者的收入貢獻，消費者的交叉購買已經(jīng)成為爭取消費者份額的一大來源。對企業(yè)收入增長而言，在許多情況下，與獲取新消費者相比，促進現(xiàn)有消費者交叉購買是一個更好的選擇。 從消費者角度出發(fā)，識別交叉購買驅(qū)動因素，鎖定正確的消費者，交叉銷售的有效性會得到大大提高。交叉購買會導(dǎo)致更高的收益、市場份額和消費者價值。因此，近些年交叉購買不斷為學(xué)術(shù)界所關(guān)注，在企業(yè)與消費者關(guān)系研究及其實踐中越來越受重視，尤其在關(guān)系營銷研究領(lǐng)域當中。 隨著近年來一系列安全事件的曝光，人們仿佛正經(jīng)歷著一場安全危機，很多消費者對于當前的消費環(huán)境沒有安全感。在這種環(huán)境下，消費者的購買意向受到感知風(fēng)險的影響變的更加明顯，成為解釋消費者行為的重要因素。消費者改變、推遲或者取消購買，很大程度上受到感知風(fēng)險的影響。中國由于本身市場環(huán)境的差異，消費者在購買時感覺到的風(fēng)險更高。因此如何有效降低消費者購買前的感知風(fēng)險，促進消費者的購買行為，對于企業(yè)來說至關(guān)重要。 以往學(xué)者們主要從增加消費者購買后結(jié)果的確定性和減少由于購買所造成的損失程度兩個角度來研究降低消費者感知風(fēng)險的策略。然而在關(guān)系營銷愈發(fā)重要的今天，企業(yè)也需要與時俱進，更多地從關(guān)系營銷中消費者的角度來考慮企業(yè)運營問題，曾有學(xué)者研究指出，良好的關(guān)系質(zhì)量能夠降低消費者購買前的感知風(fēng)險。因此，本文將以我國餐飲業(yè)為研究背景，從感知風(fēng)險的視角下，研究關(guān)系質(zhì)量對消費者交叉購買意向的影響。 本文首先通過文獻檢索和閱讀，明確關(guān)系質(zhì)量、消費者感知風(fēng)險和消費者交叉購買的具體含義，并提煉出它們所包含的維度，通過問卷調(diào)研，收集一手數(shù)據(jù)，利用科學(xué)統(tǒng)計的方法，對關(guān)系質(zhì)量各維度分別與消費者感知風(fēng)險、消費者交叉購買意向之間的關(guān)系進行分析，，以期從結(jié)果中得到營銷啟示，最終為企業(yè)降低消費者感知風(fēng)險、促進消費者交叉購買提出合理化、多元化的建議。 研究從理論模型與假設(shè)出發(fā)，最終通過實證分析得出了關(guān)系質(zhì)量各維度對消費者感知風(fēng)險的影響作用，以及消費者感知風(fēng)險對消費者交叉購買意向的影響，并通過數(shù)據(jù)證實了關(guān)系質(zhì)量中的哪些要素對于消費者感知風(fēng)險的影響更為顯著，對于促進消費者交叉購買意向發(fā)揮更大作用，從研究結(jié)果中獲得的營銷啟示，為企業(yè)的營銷管理提供了一些參考。本文中關(guān)系質(zhì)量與消費者感知風(fēng)險影響消費者交叉購買意向的理論模型，不僅對于我國餐飲業(yè)研究具有理論指導(dǎo)意義，研究方法和研究過程對于其他服務(wù)行業(yè)，甚至對制造業(yè)也同樣具有借鑒意義。
[Abstract]:Catering industry is the oldest and most active industry in the world, which is closely related to the people's life. It is also one of the fastest growing industries in recent years. With the economic development of the reform and opening up and the change of consumer's consumption concept, the catering industry is also undergoing continuous changes. The new catering industry is emerging in an endless stream, some large and comprehensive companies. Kentucky, McDonald's, Pizza Hut and other international fast food brands have entered the Chinese market in various forms. Chinese local brands, such as Yonghe, and rural base, have also risen rapidly. The local snacks, restaurants and hotels also develop and communicate with the society as well as the development of the society. Prosperity has become popular throughout the country, and the competition in China's catering industry is becoming increasingly fierce. As the market is saturated, the market competition strategy of merchants gradually shifts from occupying market share to occupying consumer share.
In the course of food consumption, we often experience or see the phenomenon that consumers buy other dishes, snack or staple food consciously or unconsciously after the consumption of one or more dishes in a restaurant. As a result of the income contribution of existing consumers, consumers' cross purchase has become a major source of consumer share. In terms of income growth, in many cases, it is a better choice to promote existing consumers to cross purchase than to obtain new consumers.
From a consumer point of view, identifying cross purchase drivers and locking the right consumers, the effectiveness of cross selling will be greatly improved. Cross purchase will lead to higher earnings, market share and consumer value. Therefore, cross purchase has constantly been paid attention to in the academic world in recent years, and in the research and practice of the relationship between enterprises and consumers More and more attention has been paid to it, especially in the field of relationship marketing.
With the exposure of a series of security incidents in recent years, people seem to be experiencing a security crisis, and many consumers have no sense of security in the current consumer environment. In this environment, consumers' purchase intentions are more obvious influenced by perceived risk, becoming an important factor in the release of consumer behavior. Late or cancelled purchases are largely influenced by perceived risk. China feels more risky when buying its own market environment. Therefore, it is crucial for the enterprise to effectively reduce the perceived risk before the purchase of the consumer and promote the consumer's purchase behavior.
In the past, scholars have mainly studied the strategies to reduce the perceived risk of consumers by increasing the certainty of the results after the purchase of consumers and reducing the degree of loss caused by the purchase. However, the enterprises need to keep pace with the times and consider more from the perspective of the consumer in the relationship marketing. Some scholars have pointed out that good relationship quality can reduce the perceived risk before consumers' purchase. Therefore, this paper will study the influence of relationship quality on consumer cross purchase intention from the perspective of perceived risk.
First of all, through literature retrieval and reading, the specific meaning of relationship quality, consumer perceived risk and consumer cross purchase is defined, and the dimensions are extracted. Through questionnaire survey, one hand data are collected, and the methods of scientific statistics are used to cross purchase the consumers' perceived risk and consumers' perceived risk. The relationship between intentions is analyzed in order to get Marketing Inspiration from the results, and finally to reduce the perceived risk of the consumer and promote the rationalization and diversification of consumers' cross purchase.
From the theoretical model and hypothesis, the study finally through the empirical analysis of the impact of the relationship quality dimensions on consumer perceived risk, and the impact of consumer perceived risk on consumer cross purchase intention, and through data confirmed which factors in the relationship quality have more significant impact on consumer perceived risk. As for the promotion of consumer cross purchase intention, the Marketing Inspiration obtained from the research results provides some reference for the marketing management of the enterprise. The theoretical model of relationship quality and consumer perceived risk affecting consumer cross purchase intention is not only theoretical guiding significance for the research of Chinese catering industry in this paper. The research method and research process can also serve as reference for other service industries and even for manufacturing industry.

【學(xué)位授予單位】：重慶工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F713.55;F719.3

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本文編號：1784257