本文關(guān)鍵詞：網(wǎng)購化妝品顧客感知價值對顧客忠誠的影響研究　出處：《遼寧大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：互聯(lián)網(wǎng)技術(shù)的不斷發(fā)展提升了電子商務(wù)對于用戶的體驗,從而正慢慢地改變著人們的生活方式。這種生活方式的改變首先體現(xiàn)在人們的購物行為的改變,那就是人們已經(jīng)從傳統(tǒng)的實(shí)體商店購買商品改變?yōu)閺男滦偷木W(wǎng)絡(luò)商店購買商品。然而,在互聯(lián)網(wǎng)上銷售商品的電商對于顧客的關(guān)注重心往往是吸引了多少的新顧客,更看重成長率而忽視了顧客的忠誠度。但是顧客的忠誠度卻是一家企業(yè)利潤的重要來源,所以實(shí)體經(jīng)濟(jì)下企業(yè)更加看重顧客的忠誠度,而對于電子商務(wù)而言,顧客忠誠度同樣是其成功的關(guān)鍵因素。顧客的忠誠度對于互聯(lián)網(wǎng)電商來說是一個重要的目標(biāo),對于其持續(xù)發(fā)展起到了重要的作用。尤其是在市場競爭如此激烈、客流量嚴(yán)重流失的今天,很多企業(yè)開始追求顧客忠誠,將提升顧客忠誠作為企業(yè)可持續(xù)發(fā)展的長期戰(zhàn)略。驅(qū)動顧客忠誠形成的因素有很多方面,之前的研究大都認(rèn)為是顧客滿意的驅(qū)動作用,近幾年來很多學(xué)者將研究視角轉(zhuǎn)移到顧客感知價值上面來,事實(shí)也證明,顧客感知價值確實(shí)是顧客忠誠的重要源泉。本文將B2C模式運(yùn)營的化妝品自營網(wǎng)站作為研究對象,分析顧客感知價值對顧客忠誠的影響。在本研究中,將從功能性價值、體驗性價值、網(wǎng)站安全性和社會性價值四個維度對顧客感知價值進(jìn)行衡量,并通過實(shí)證分析研究這四個維度對顧客忠誠的影響。本文第一部分主要介紹論文寫作的研究背景、現(xiàn)實(shí)意義和理論意義以及本文的研究框架和研究方法等;第二部分對顧客感知價值和顧客忠誠的相關(guān)文獻(xiàn)進(jìn)行了理論綜述;第三部分對本文的相關(guān)概念進(jìn)行了界定,并提出本文寫作的理論基礎(chǔ);第四部分提出本文的研究假設(shè)并構(gòu)建研究模型以及研究設(shè)計;第五部分主要是對正式調(diào)查問卷結(jié)果進(jìn)行了實(shí)證分析,驗證顧客感知價值各個維度對顧客忠誠的影響;第六部分作為本文的最后一章,總結(jié)了本文的研究結(jié)論,為提升顧客感知價值提出了營銷建議,并在最后指出了本文的研究不足以及以后的改進(jìn)方向。
[Abstract]:The continuous development of Internet technology to enhance e-commerce for the user experience, which is slowly changing people's way of life. This lifestyle change is reflected in the people's shopping behavior change, that is it has been from the traditional store to buy the goods change to buy goods from the new network store. However, sales of goods on the Internet business for the customer focus is often attracted many new customers, pay more attention to the growth rate and ignore the customer loyalty. But customer loyalty is an important source of profit, so that enterprises in the real economy under the more value of customer loyalty for e-commerce, customer loyalty is also a key factor in its success. Customer loyalty is an important goal for Internet providers, for its continuous development To an important role. Especially in the fierce market competition, serious loss of traffic today, many enterprises began to pursue customer loyalty, will enhance customer loyalty as a long-term strategy for sustainable development of enterprises. The driving factors of customer loyalty formation in many aspects, most previous studies considered the driving effect of customer satisfaction, in recent for years many scholars research to transfer the customer perceived value, in fact, customer perceived value is the source of customer loyalty. The B2C mode of operation of the proprietary cosmetics website as the research object, analysis of the impact of customer perceived value on customer loyalty. In this study, from the functional value. The value of the experience, website security and social value of the four dimensions of customer perceived value measure, and study the four dimensions of customer loyalty by empirical analysis The effect in this paper. The first part introduces the research background of the thesis, the practical significance and the theory significance and the framework of this research and research methods; the second part summarizes the theoretical literature on customer perceived value and customer loyalty; the third part of this paper related concepts were defined, and put forward the theoretical basis of this paper writing; the fourth part puts forward the research hypothesis and constructs the research model and the research design; the fifth part is mainly on the formal questionnaire results of an empirical analysis, verify the effect of customer perceived value of various dimensions of customer loyalty; the sixth part is the last chapter of this article summarizes the conclusions of this study, marketing suggestions put forward to enhance the customer perceived value, and finally pointed out the direction to improve the deficiencies of this study and future.

【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F426.72

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本文編號：1361094