本文關(guān)鍵詞： 網(wǎng)購手機 電子服務(wù)質(zhì)量 顧客滿意 顧客重購意向　出處：《天津師范大學》2014年碩士論文　論文類型：學位論文

【摘要】：據(jù)第33次中國互聯(lián)網(wǎng)絡(luò)發(fā)展狀況統(tǒng)計報告,截至2013年12月,我國網(wǎng)絡(luò)購物用戶規(guī)模己達到3.02億人,較上年增長24.7%,用戶規(guī)模持續(xù)高速增長。據(jù)2013年(上)中國網(wǎng)絡(luò)零售市場數(shù)據(jù)監(jiān)測報告,2013上半年我國網(wǎng)購售市場交易規(guī)模占社會消費品零售總額的6.8%,網(wǎng)絡(luò)零售已成為國內(nèi)消費增長的重要來源。而國內(nèi)電商網(wǎng)站經(jīng)過前幾年激烈的價格戰(zhàn)后,面對激烈的市場競爭,了解網(wǎng)購環(huán)境下顧客滿意及顧客重購意向的因素,制定合理的營銷策略勢在必行。 .本文在回顧前人研究成果的基礎(chǔ)上,運用企業(yè)網(wǎng)站三階段服務(wù)質(zhì)量測量量表,根據(jù)網(wǎng)購手機的實際情況對量表進行調(diào)整,并根據(jù)相關(guān)文獻回顧提出了本文針對電子服務(wù)質(zhì)量、顧客滿意與顧客重購意向的研究模型與假設(shè)。經(jīng)過預(yù)調(diào)研對量表實施凈化后,本文利用SPSS19.0對量表進行了信度與效度分析,結(jié)果證明量表可靠合理。探索性因子分析結(jié)果顯示售前質(zhì)量包括網(wǎng)站設(shè)計和網(wǎng)站信息兩個維度,售中質(zhì)量包括交易溝通、溝通誠信、網(wǎng)站安全和交易信息四個維度,售后質(zhì)量包括可靠性和人性化兩個維度。通過相關(guān)分析及結(jié)構(gòu)方程模型檢驗,本文得出如下結(jié)論：(1)電子服務(wù)質(zhì)量及各階因子與顧客滿意和顧客重購意向顯著正相關(guān)；(2)售前、售中和售后質(zhì)量作為前因變量,可以顯著正向影響顧客滿意,影響程度排序為售后質(zhì)量、售中質(zhì)量、售前質(zhì)量；(3)顧客滿意作為前因變量顯著正向影響顧客重購意向；(4)售前、售中和售后質(zhì)量都可以通過顧客滿意間接影響顧客重購意向,此外,售后質(zhì)量可以直接正向影響顧客重購意向,三階段服務(wù)質(zhì)量對顧客重購意向的總影響排序為售后質(zhì)量、售中質(zhì)量和售前質(zhì)量。 最后,本文依據(jù)實證研究結(jié)果對手機零售電商提出了合理化建議,以幫助企業(yè)通過針對性改進服務(wù)質(zhì)量提高顧客滿意度,促進顧客重購意向。
[Abstract]:According to the 33rd China Internet Development Statistics report, as of December 2013, the number of online shopping users in China has reached 302 million. According to the data monitoring report of China's online retail market in 2013 (first), China's online retail market transactions accounted for 6.8 percent of the total retail sales of consumer goods in the first half of 2013. Is an important source of domestic consumption growth. And after a fierce price war in previous years, domestic e-commerce websites, In the face of fierce market competition, it is imperative to make reasonable marketing strategy to understand the factors of customer satisfaction and customer repurchase intention in online shopping environment. On the basis of reviewing the previous research results, this paper uses the three-stage service quality measurement scale of enterprise website, adjusts the scale according to the actual situation of online mobile phone, and puts forward this paper aiming at the electronic service quality according to the related literature review. Model and hypothesis of customer satisfaction and customer repurchase intention. After pre-investigation and purification of the scale, the reliability and validity of the scale were analyzed by SPSS19.0. The results of exploratory factor analysis showed that pre-sale quality included two dimensions of website design and website information, and the quality of sale included four dimensions: transaction communication, communication integrity, website security and transaction information. After-sale quality includes two dimensions: reliability and humanization. Through correlation analysis and structural equation model test, this paper draws the following conclusion: 1) the quality of electronic service and various factors are significantly positively correlated with customer satisfaction and customer repurchase intention before sale. As a front dependent variable, the quality after sale and after sale can significantly positively affect customer satisfaction, and the order of influence is after-sale quality, in-sale quality, pre-sale quality, etc.) customer satisfaction, as a pre-dependent variable, significantly positively affects customer re-purchase intention before sale. Both during and after sale quality can indirectly influence customer re-purchase intention through customer satisfaction. In addition, after-sale quality can directly positively affect customer re-purchase intention. The total effect of three-stage service quality on customer re-purchase intention is ranked as after-sale quality. In-sale quality and pre-sale quality. Finally, based on the results of empirical research, this paper puts forward some reasonable suggestions for mobile phone retail e-commerce, in order to help enterprises improve service quality to improve customer satisfaction and promote customer repurchase intention.
【學位授予單位】：天津師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F724.6;F274;F426.63

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