本文選題：網(wǎng)店形象　切入點：顧客滿意　出處：《上海工程技術(shù)大學》2015年碩士論文　論文類型：學位論文

【摘要】：世界經(jīng)濟的不斷發(fā)展與變遷以及各行業(yè)技術(shù)的飛躍,刺激電子商務(wù)迅速發(fā)展。傳統(tǒng)經(jīng)濟激烈的競爭也為電子商務(wù)帶來了新的發(fā)展前景。近年來中國以及世界各國的網(wǎng)絡(luò)購物不斷發(fā)展,人們的網(wǎng)購知識也逐漸豐富,使得許多學者對研究網(wǎng)絡(luò)購物產(chǎn)生了濃厚的興趣。以往的研究發(fā)現(xiàn),在網(wǎng)絡(luò)購物環(huán)境下,顧客滿意與顧客忠誠是網(wǎng)店創(chuàng)造價值的主要來源,是網(wǎng)店持續(xù)健康發(fā)展的重要手段。探究網(wǎng)店形象及其維度對顧客滿意、顧客忠誠的影響關(guān)系,尋求提升網(wǎng)店形象,提高顧客滿意、顧客忠誠的營銷策略是本文的主要內(nèi)容。本文首先從網(wǎng)店形象、顧客滿意、顧客忠誠的相關(guān)理論得到啟發(fā)。在以往的研究基礎(chǔ)上,結(jié)合消費者對網(wǎng)店形象感知而進行的實際訪談分析結(jié)果,探討網(wǎng)店形象的構(gòu)成因素,將網(wǎng)店形象構(gòu)成因素歸納為服務(wù)形象、價格形象、安全形象、促銷形象、網(wǎng)頁形象、簡便形象與操作形象。同時建立網(wǎng)店形象、顧客滿意、顧客忠誠的研究模型及提出研究假設(shè)。本文采用SPSS19.0統(tǒng)計分析軟件,對網(wǎng)上商店的形象及其維度對顧客滿意、顧客忠誠的影響進行理論和實證分析,研究結(jié)果包括以下內(nèi)容:1、提出網(wǎng)店形象的7個構(gòu)成維度,分別是服務(wù)形象、價格形象、安全形象、網(wǎng)頁形象、促銷形象、操作形象與簡便形象。2、網(wǎng)店形象對顧客滿意有著正向的影響。其中價格形象、安全形象、簡便形象、操作形象、服務(wù)形象、促銷形象對于顧客滿意均具有高度的影響作用,而網(wǎng)頁形象則對顧客滿意無顯著影響。3、網(wǎng)店形象對顧客忠誠有著正向影響。其中安全形象、網(wǎng)頁形象、操作想、服務(wù)形象對于顧客忠誠均具有高度的影響作用,而價格形象、簡便形象、促銷形象則無顯著影響。4、顧客滿意對顧客忠誠有著顯著影響。5、顧客滿意在網(wǎng)店形象與顧客忠誠之間有著中介作用。本文對研究結(jié)果進行總結(jié)及分析并結(jié)合目前電子商務(wù)發(fā)展的實際情況,為提升網(wǎng)店總體形象、提高顧客滿意度及顧客忠誠度、為網(wǎng)店持續(xù)健康發(fā)展提出有價值的營銷策略。
[Abstract]:The continuous development and changes of the world economy and the leaps and bounds of various industries and technologies, Stimulating the rapid development of electronic commerce. The fierce competition of traditional economy has also brought new prospects for the development of electronic commerce. In recent years, with the continuous development of online shopping in China and other countries around the world, people's online shopping knowledge is gradually enriched. Previous studies have found that customer satisfaction and customer loyalty are the main sources of value creation in online shopping environment. It is an important means for the sustainable and healthy development of online store. To explore the influence of online store image and its dimensions on customer satisfaction, customer loyalty, seek to improve the image of online store, improve customer satisfaction, The marketing strategy of customer loyalty is the main content of this paper. Firstly, this paper is inspired by the related theories of online store image, customer satisfaction and customer loyalty. Combined with the actual interview and analysis results of consumers' perception of online store image, this paper discusses the composing factors of online store image, and concludes the factors of online store image as service image, price image, safety image, promotion image, web image, etc. At the same time, the research model of online store image, customer satisfaction, customer loyalty and research hypotheses are established. This paper adopts SPSS19.0 statistical analysis software to satisfy the image and dimension of online store. The influence of customer loyalty is analyzed theoretically and empirically. The research results include the following content: 1. It puts forward seven dimensions of online store image, which are service image, price image, security image, web image, promotion image, etc. Operation image and simple image. 2. Net store image has a positive influence on customer satisfaction. Among them, price image, safety image, simple image, operation image, service image, promotion image all have high influence on customer satisfaction. On the other hand, the image of web page has no significant influence on customer satisfaction. 3. The image of online store has a positive effect on customer loyalty. Among them, the image of security, the image of web page, the image of operation, the image of service have a high influence on customer loyalty, while the image of price has a high influence on customer loyalty. Simple image, Promotion image has no significant influence on. 4, customer satisfaction has significant influence on customer loyalty. Customer satisfaction plays an intermediary role between online store image and customer loyalty. This paper summarizes and analyzes the research results and combines with current electricity. The actual situation of the development of sub-commerce, In order to improve the overall image of online store, improve customer satisfaction and customer loyalty, put forward valuable marketing strategy for the sustainable and healthy development of online store.
【學位授予單位】：上海工程技術(shù)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F713.36

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