本文選題：消費(fèi)者粘性　切入點(diǎn)：粘性影響因素　出處：《浙江財(cái)經(jīng)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：網(wǎng)上零售市場(chǎng)的高速發(fā)展使傳統(tǒng)零售商陷入尷尬窘境：消費(fèi)者在實(shí)體店挑選商品，轉(zhuǎn)身卻從網(wǎng)上購(gòu)買，零售商的線下實(shí)體店成了商品展廳，消費(fèi)者將電商的威脅直接帶到傳統(tǒng)零售業(yè)。在這種情形下，傳統(tǒng)零售商紛紛“觸網(wǎng)”--開通網(wǎng)上零售業(yè)務(wù)，以期尋求轉(zhuǎn)型。自建電商平臺(tái)似乎成了眾多大型傳統(tǒng)零售商彎道超車的一種方式，但結(jié)果差強(qiáng)人意。國(guó)美集團(tuán)在集團(tuán)業(yè)績(jī)出現(xiàn)巨額虧損時(shí)，將本來要大力發(fā)展的電商公司大幅度裁員；蘇寧易購(gòu)連續(xù)虧損兩年，并在激烈的價(jià)格大戰(zhàn)中，吞噬了線下實(shí)體店貢獻(xiàn)的利潤(rùn)；銀泰網(wǎng)高速發(fā)展，但仍在摸索階段。傳統(tǒng)零售商的轉(zhuǎn)型之路究竟如何走？ 本文認(rèn)為傳統(tǒng)零售商尋求轉(zhuǎn)型，，所要解決的無外乎兩個(gè)問題：其一是吸引新生力量，吸附線上消費(fèi)群體；其二是黏著以往線下老客戶，為他們轉(zhuǎn)為線上消費(fèi)提供良好平臺(tái)，歸根結(jié)底為增加消費(fèi)者粘性問題。消費(fèi)者粘性是消費(fèi)者重復(fù)訪問或延長(zhǎng)在特定網(wǎng)站持續(xù)停留時(shí)間意愿，但是，以往學(xué)者們對(duì)消費(fèi)者粘性影響因素的研究重點(diǎn)放在線上因素的考慮上，本文以大型傳統(tǒng)零售商為研究對(duì)象，從線上和線下兩方面，站在消費(fèi)者的角度對(duì)粘性影響因素展開全面地實(shí)證研究。 本文以Kurniawan提出的在線零售商消費(fèi)者粘性模型為基礎(chǔ)，選取社區(qū)卷入、網(wǎng)站吸引力、便利、娛樂和顧客滿意為線上消費(fèi)者粘性影響因素。同時(shí)，充分考慮大型傳統(tǒng)零售商及消費(fèi)者行為特征，借鑒以往研究成果，選取聲譽(yù)與規(guī)模感知、轉(zhuǎn)換成本和線下信任為線下消費(fèi)者粘性影響因素。在此基礎(chǔ)上，采用消費(fèi)者訪談和問卷調(diào)查等方法收集第一手資料和數(shù)據(jù)，應(yīng)用SPSS統(tǒng)計(jì)軟件對(duì)數(shù)據(jù)進(jìn)行描述性統(tǒng)計(jì)、信度與效度、獨(dú)立樣本T檢驗(yàn)，單因子變異數(shù)分析，以及相關(guān)與多元線性回歸、路徑分析等一系列分析、檢驗(yàn)。通過實(shí)證研究發(fā)現(xiàn)：（一）線上的網(wǎng)站吸引力、網(wǎng)站創(chuàng)造的社區(qū)氛圍、在線商店提供的便利，以及網(wǎng)站的娛樂方面、網(wǎng)站滿意度都會(huì)對(duì)消費(fèi)者粘性帶來積極影響。但是，娛樂性對(duì)消費(fèi)者粘性傾向的解釋力遠(yuǎn)遠(yuǎn)高于顧客滿意對(duì)粘性傾向的解釋力。（二）線下的聲譽(yù)與規(guī)模感知、轉(zhuǎn)換成本和信任就解釋了消費(fèi)者粘性傾向的44.9%的方差；線下的三個(gè)因素與線上的五個(gè)因素一起解釋了消費(fèi)者粘性傾向的56.3%的方差，可見，線下因素對(duì)消費(fèi)者粘性的影響不容忽視。（三）不僅網(wǎng)站吸引力、網(wǎng)站便利性能夠?qū)е骂櫩蛯?duì)網(wǎng)站的滿意，對(duì)零售商線下積累多年的聲譽(yù)、規(guī)模的感知同樣能夠影響消費(fèi)者對(duì)網(wǎng)站的滿意度。而且，它對(duì)顧客滿意的解釋力大于網(wǎng)站吸引力、網(wǎng)站便利性對(duì)顧客滿意的解釋力，可見，消費(fèi)者對(duì)線下因素的感知會(huì)影響線上的感受。因此，企業(yè)應(yīng)采取相應(yīng)對(duì)策： （一）重視電子商務(wù)技術(shù)的開發(fā)，著重在網(wǎng)站互動(dòng)性、分享性等功能，體現(xiàn)購(gòu)物網(wǎng)站的娛樂價(jià)值。對(duì)大型傳統(tǒng)零售商而言，本文認(rèn)為增加網(wǎng)站的娛樂價(jià)值需要分兩步走：先匯聚人氣再改善內(nèi)容。 （二）繼續(xù)引進(jìn)優(yōu)秀品牌的同時(shí)，加快對(duì)自有品牌的扶植力度。在影響消費(fèi)者粘性的線下因素中，零售商的規(guī)模和聲譽(yù)是影響消費(fèi)者信任的最重要因素之一，通過消費(fèi)者信任間接影響消費(fèi)者粘性。因此，塑造優(yōu)秀的品牌和擴(kuò)大公司規(guī)模成為提高消費(fèi)者信任的一個(gè)途徑。 （三）提升消費(fèi)者轉(zhuǎn)換成本。評(píng)估如果自己的客戶轉(zhuǎn)投競(jìng)爭(zhēng)對(duì)手，在經(jīng)濟(jì)和情感方面將有哪些損失，要認(rèn)識(shí)到這種成本不僅僅是經(jīng)濟(jì)上的，也是情感上的，即本文中提到的關(guān)系轉(zhuǎn)換成本，消費(fèi)者更看重原零售商的服務(wù)人員，與他們相處更自然。同時(shí)，對(duì)潛在新客戶降低“轉(zhuǎn)入”成本。 （四）回歸零售本源，提供物美價(jià)廉的產(chǎn)品和尊貴的服務(wù)。在此基礎(chǔ)上再去提高消費(fèi)者線下的購(gòu)物體驗(yàn)，百貨商場(chǎng)向購(gòu)物體驗(yàn)中心轉(zhuǎn)型；超市可以嵌入醫(yī)療保健中心等等。消費(fèi)者會(huì)將線下的認(rèn)知與情感帶進(jìn)其網(wǎng)站消費(fèi)中，對(duì)消費(fèi)者粘性造成積極影響。 作者期望通過本文研究，對(duì)消費(fèi)者粘性影響因素理論模型的構(gòu)建有所創(chuàng)新，獲得的研究具有一定的理論與實(shí)踐意義，特別是對(duì)傳統(tǒng)大型零售商的電商轉(zhuǎn)型提供有益借鑒。
[Abstract]:The rapid development of the online retail market in the traditional retailers in an awkward dilemma: consumers choose goods in the store, and was purchased from the online retailers, offline store become a commodity exhibition, business consumers will threat directly to the traditional retail trade. In this case, traditional retailers have "net" - the opening of online retail business, in order to seek transformation. Self business platform seems to have become a means for many large traditional retailers overtaking, but the result just passable. The group of the United States suffered huge losses in the group's performance, greatly to the electricity supplier companies will need to vigorously develop the layoffs; suning.com losses for two consecutive years, and in the fierce price war. Swallowed the store offline profit contribution; intime network rapid development, but is still in the exploratory stage. The traditional retailers in the transformation of the way how to go?
This paper holds that the traditional retailers to seek transformation, two problems need to be solved there: one is to attract new strength, adsorption online consumer groups; the second is the adhesive line under the past old customers, to provide a good platform for online consumer, after all to increase consumer stickiness problem. Consumer stickiness is consumer repeat visits or extension the residence time will continue, but at a particular site, past scholars research focus on consumer viscous effect factors on the line factors, based on the large traditional retailers as the research object, from the two aspects of online and offline, the consumer's point of view of empirical research on the influencing factors of comprehensive viscous.
The online retailer consumer stickiness model proposed by Kurniawan based on the selection of community involvement, site attraction, convenience, entertainment and customer satisfaction for the online consumers' stickiness factors. At the same time, considering the large traditional retailers and consumer behavior characteristics, reference the results of previous studies, select the reputation and scale of perception, switching cost and trust for the line under the influence of factors of consumers' stickiness line. On this basis, the consumer interviews and questionnaire to collect first-hand information and data, using SPSS statistical software for descriptive statistics on the data, the reliability and validity of independent samples T test, one-way ANOVA, and multiple regression and correlation analysis, a series of path analysis and test. The empirical study found that: (a) online web site to create attractive atmosphere of the community, to provide convenience to the store in the line. And the entertainment website, website satisfaction will bring a positive impact on consumers' stickiness. However, the explanatory power of the consumer entertainment tendency is much higher than the viscosity of customer satisfaction on the viscous tendency explanation. (two) reputation under the line and scale of perception, switching cost and trust could explain 44.9% of the variance of consumers' stickiness tendency five of the three factors; the line and the next line together with the explained variance, the tendency of consumers' stickiness 56.3% visible, the line under the influence of factors on consumers' stickiness can not be ignored. (three) the website not only attractive, the convenience of website can lead to customer satisfaction to the website, the retailer accumulated over the years under the line of reputation. The scale of perception can also impact on the consumer satisfaction website. Furthermore, it explained to the customer satisfaction is greater than the site attractive, the convenience of website on customer satisfaction in the explanatory power of visible, Consumers' perception of offline factors will affect the perception on the line. Therefore, enterprises should take corresponding countermeasures:
First, we must attach importance to the development of e-commerce technology, focusing on website interaction and sharing functions, reflecting the entertainment value of shopping websites. For large traditional retailers, we believe that increasing the entertainment value of websites needs two steps: first, gather popularity and improve content.
(two) continue to introduce the brand at the same time, speed up its own brand support efforts. In influencing consumers sticky line factors, the retailer's size and reputation is one of the most important factors influencing consumer trust, through consumer trust indirectly affect consumers' stickiness. Therefore, create excellent brand and expand the scale of the a way of consumer trust.
(three) to enhance the consumer switching costs. Assessment if their customers to competitors, which will be a loss in economic and emotional aspects, to realize that this is not just the cost of the economy, but also emotional, namely the relationship mentioned in this article, switching costs, consumers pay more attention to the retailer's service personnel, along with them more natural. At the same time, the potential new customers "to reduce costs.
(four) return to the retail source, provide high quality and inexpensive products and distinguished service. On this basis to improve the consumer online shopping experience, department stores to experience shopping center transformation; supermarket can be embedded into the medical care center and so on. Consumers will be brought into the cognitive and emotional consumer website offline, have a positive impact on consumers' stickiness.
The author hopes that through the research of this paper, we can innovate the theoretical model of influencing factors of consumer sticky. The research obtained has certain theoretical and practical significance, especially for the traditional large retailers' transformation of e-commerce.

【學(xué)位授予單位】：浙江財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.2;F713.55

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