本文選題：網(wǎng)站服務(wù)質(zhì)量 + 認(rèn)知介入��； 參考：《安徽工業(yè)大學(xué)》2015年碩士論文

【摘要】：互聯(lián)網(wǎng)技術(shù)的不斷擴(kuò)散和滲透不僅形成了我國龐大的網(wǎng)絡(luò)用戶群體,同時也深刻改變了傳統(tǒng)的消費習(xí)慣和購買行為。在此背景下,我國網(wǎng)絡(luò)購物市場近年來實現(xiàn)了持續(xù)高速增長。伴隨著網(wǎng)絡(luò)購物市場的繁榮,互聯(lián)網(wǎng)又使得消費者相對容易地從一個網(wǎng)站轉(zhuǎn)向另一個提供相似產(chǎn)品或服務(wù)的網(wǎng)站,但是,為什么有些消費者會長期“粘附”在某些購物網(wǎng)站,并沒有轉(zhuǎn)向其他提供相似產(chǎn)品或服務(wù)的競爭性網(wǎng)站?電子商務(wù)企業(yè)要想在激烈的市場競爭中生存與發(fā)展,創(chuàng)造顧客粘性是保留長期顧客和維持競爭優(yōu)勢的關(guān)鍵。因此,如何吸引顧客的注意并將他們粘附于自己的網(wǎng)站,已經(jīng)成為網(wǎng)站開發(fā)者和管理者最關(guān)切的問題。加強(qiáng)網(wǎng)站粘性是電子商務(wù)企業(yè)建立網(wǎng)上顧客忠誠和長期競爭優(yōu)勢的關(guān)鍵�；ヂ�(lián)網(wǎng)使得電子商務(wù)企業(yè)實施價格和質(zhì)量差異化戰(zhàn)略的收益不斷降低,網(wǎng)站服務(wù)質(zhì)量在競爭中的重要性更加突顯。網(wǎng)站服務(wù)質(zhì)量不僅為消費者理性判斷提供依據(jù),更為其在購物過程中創(chuàng)造了心理滿足感和愉悅感。然而,考慮到網(wǎng)絡(luò)購物的便利性、在線商家選擇的廣泛性以及消費者購買行為的多變性,使電子商務(wù)企業(yè)在創(chuàng)造網(wǎng)站粘性時面臨更大困難和更高成本。本文針對B2C電子商務(wù)網(wǎng)站作為研究對象,并且基于應(yīng)用環(huán)境心理學(xué)中的“刺激-有機(jī)體-反應(yīng)”模型,分析和檢驗B2C購物網(wǎng)站服務(wù)質(zhì)量(包括響應(yīng)性、補(bǔ)救性、個性化和可靠性)通過消費者的網(wǎng)站介入(包括認(rèn)知介入和情感介入)對網(wǎng)站粘性的影響機(jī)理。使用結(jié)構(gòu)方程模型的方法對177個樣本數(shù)據(jù)進(jìn)行了驗證性因子分析,結(jié)果表明,網(wǎng)站服務(wù)質(zhì)量雖然對消費者網(wǎng)站粘性沒有顯著的直接影響,但與消費者對網(wǎng)站的認(rèn)知介入和情感介入存在顯著的正相關(guān)關(guān)系,同時認(rèn)知介入和情感介入都對網(wǎng)站粘性產(chǎn)生顯著的積極影響,從而驗證了網(wǎng)站介入對網(wǎng)站服務(wù)質(zhì)量與網(wǎng)站粘性之間關(guān)系的完全中介效應(yīng)。此外,本研究檢驗了認(rèn)知需要和轉(zhuǎn)換成本的調(diào)節(jié)效應(yīng),研究結(jié)果表明,認(rèn)知需要對網(wǎng)站服務(wù)質(zhì)量與網(wǎng)站介入關(guān)系有部分顯著調(diào)節(jié)效應(yīng),財務(wù)轉(zhuǎn)換成本對情感介入與網(wǎng)站粘性間關(guān)系有顯著的調(diào)節(jié)效應(yīng)。研究結(jié)果不僅豐富了有關(guān)網(wǎng)站粘性前因及形成過程的研究,還為在線零售商有效設(shè)計顧客保留戰(zhàn)略、提升網(wǎng)站粘性提供了決策依據(jù)。
[Abstract]:The continuous diffusion and penetration of Internet technology not only form a huge network user group, but also profoundly change the traditional consumption habits and purchase behavior. Under this background, our country network shopping market has realized the sustained high-speed growth in recent years. With the boom of the online shopping market, the Internet has made it relatively easy for consumers to switch from one website to another offering similar products or services. However, why do some consumers "stick" to certain shopping sites for a long time? Have you not turned to other competitive sites offering similar products or services? If e-commerce enterprises want to survive and develop in the fierce market competition, creating customer stickiness is the key to retain long-term customers and maintain competitive advantage. Therefore, how to attract customers' attention and attach them to their own websites has become a major concern of website developers and administrators. Strengthening website stickiness is the key for e-commerce enterprises to establish online customer loyalty and long-term competitive advantage. The Internet makes the benefit of the price and quality differentiation strategy of e-commerce enterprises decrease continuously, and the importance of website service quality in the competition becomes more and more prominent. The website service quality not only provides the basis for consumers' rational judgment, but also creates psychological satisfaction and pleasure in the process of shopping. However, considering the convenience of online shopping, the wide choice of online merchants and the variability of consumers' purchasing behavior, e-commerce enterprises face greater difficulties and higher costs in creating website stickiness. Based on the stimulus-organic-response model of applied environmental psychology, this paper analyzes and tests the service quality of B2C shopping website (including responsiveness, remediation). Personalization and reliability) influence mechanism of website stickiness through consumer's website intervention (including cognitive intervention and emotional intervention). A confirmatory factor analysis of 177 sample data was carried out using the structural equation model method. The results show that the quality of service of the website has no significant direct effect on the stickiness of the consumer website. However, there is a significant positive correlation between cognitive intervention and emotional intervention, and both cognitive intervention and emotional intervention have a significant positive impact on website stickiness. Therefore, it verifies the complete intermediary effect of website intervention on the relationship between website service quality and website stickiness. In addition, this study examined the adjustment effects of cognitive needs and switching costs. The results showed that cognitive needs had some significant effects on the relationship between website service quality and website intervention. The financial conversion cost has significant effect on the relationship between emotional intervention and website stickiness. The results not only enrich the research on the antecedents and formation process of website stickiness, but also provide a basis for online retailers to effectively design customer retention strategies and enhance website stickiness.
【學(xué)位授予單位】：安徽工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F274

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本文編號：1851298