本文選題：大學(xué)生網(wǎng)絡(luò)購物 + 忠誠度�。� 參考：《哈爾濱商業(yè)大學(xué)》2015年碩士論文

【摘要】：隨著科學(xué)技術(shù)的不斷進(jìn)步,社會的不斷發(fā)展,人們的消費觀念發(fā)生了改變,電子商務(wù)隨著互聯(lián)網(wǎng)的普及迅速發(fā)展。據(jù)統(tǒng)計,2013年我國已經(jīng)有網(wǎng)民近6億人,其中學(xué)生身份的占29.3%,可見,網(wǎng)絡(luò)消費中大學(xué)生是主要群體,網(wǎng)站的運營與大學(xué)生的消費習(xí)慣、消費模式有直接聯(lián)系。大學(xué)生作為受教育程度高,接觸網(wǎng)絡(luò)頻率高,嘗試新鮮事物意愿強(qiáng)烈的群體,已經(jīng)成為網(wǎng)絡(luò)市場的重要力量之一。有研究表明,如果客戶忠誠度提高5%,利潤將提高25%。本文以此為基礎(chǔ),對大學(xué)生的網(wǎng)絡(luò)購物忠誠度的影響因素進(jìn)行研究分析,從大學(xué)生網(wǎng)絡(luò)購物的視角對大學(xué)生的網(wǎng)絡(luò)購物特征進(jìn)行探析,并以國內(nèi)外現(xiàn)有研究成果為基礎(chǔ),找到大學(xué)生網(wǎng)絡(luò)購物消費的影響因素,具有理論價值和實踐價值。對顧客忠誠度的研究起步于西方發(fā)達(dá)國家,隨著經(jīng)濟(jì)全球化的發(fā)展,該理論在世界各國得到了推廣。 本文首先對大學(xué)生網(wǎng)絡(luò)購物忠誠度的研究背景進(jìn)行闡述,并提出此問題的研究意義和目的,然后對國內(nèi)外現(xiàn)有的研究成果進(jìn)行梳理,得出國內(nèi)外的研究現(xiàn)狀及存在問題,并且進(jìn)行綜述和評價,接著對大學(xué)生網(wǎng)絡(luò)購物忠誠度的理論進(jìn)行羅列,包括電子商務(wù)基本理論,網(wǎng)絡(luò)消費者行為理論以及顧客忠誠的概念及分類,在以往的文獻(xiàn)檢索以及實際探索性研究的基礎(chǔ)上,對大學(xué)生網(wǎng)絡(luò)購物忠誠度的影響因素進(jìn)行歸納總結(jié),構(gòu)建網(wǎng)絡(luò)購物忠誠度理論模型,隨后對其進(jìn)行實證分析,采用調(diào)查問卷的方式對大學(xué)生網(wǎng)絡(luò)購物忠誠度進(jìn)行調(diào)研,并對調(diào)研結(jié)果進(jìn)行spss統(tǒng)計軟件處理,對研究假設(shè)進(jìn)行驗證,得出顧客忠誠度的各個影響因素,并且根據(jù)所得結(jié)論對購物網(wǎng)站提出一些有意義的建議,并總結(jié)出其創(chuàng)新點和局限性。
[Abstract]:With the continuous progress of science and technology, the continuous development of society, people's consumption concept has changed, electronic commerce has developed rapidly with the popularity of the Internet. According to statistics, in 2013, there are nearly 600 million people in China, among which 29.3% of the students' identity is accounted for. It is obvious that college students are the main groups in the network consumption, and the operation of the website and College Students There is a direct link between consumption habits and consumption patterns. As one of the most important groups in the network market, college students have become one of the most important forces in the network market as a high education level, high network frequency and strong willingness to try new things. Research shows that, if customer loyalty is raised by 5%, profit will be raised by 25%. based on this, and online shopping for College Students The influence factors of loyalty are studied and analyzed. From the perspective of College Students' online shopping, the characteristics of College Students' online shopping are analyzed. Based on the existing research results at home and abroad, the influence factors of College Students' online shopping consumption are found, which have theoretical value and practical value. The Research on customer loyalty is started in western developed countries. With the development of economic globalization, the theory has been popularized in many countries around the world.
This paper first expounds the research background of College Students' online shopping loyalty, and puts forward the research significance and purpose of this problem, then combs the existing research results at home and abroad, and gives the status and problems of the research abroad and outside, and makes a summary and evaluation, and then carries out the theory of College Students' online shopping loyalty. It includes the basic theory of e-commerce, the theory of network consumer behavior and the concept and classification of customer loyalty. On the basis of previous literature retrieval and practical research, this paper sums up the influencing factors of College Students' online shopping loyalty, constructs a theoretical model of network purchase loyalty, and then carries out an empirical Analysis on it. Analysis, using the questionnaire method to investigate the college students' online shopping loyalty, and carry on the SPSS statistical software processing to the research results, verify the research hypothesis, get all the influence factors of customer loyalty, and put forward some meaningful suggestions to the shopping website according to the conclusions, and summarize the innovation and limitations. Sex.
【學(xué)位授予單位】：哈爾濱商業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.55;F724.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 呂筱萍;劉梅;;B2C零售網(wǎng)站電子忠誠影響因素模型的實證研究[J];財貿(mào)經(jīng)濟(jì);2008年06期

2 吳滿意,謝海蓉;論網(wǎng)絡(luò)消費[J];電子科技大學(xué)學(xué)報(社會科學(xué)版);2000年03期

3 陳樹公;顧客驚喜與顧客滿意、顧客忠誠之間關(guān)系的研究[J];工業(yè)技術(shù)經(jīng)濟(jì);2004年05期

4 包金龍;;B2C網(wǎng)站顧客忠誠影響因素實證分析[J];華東經(jīng)濟(jì)管理;2007年09期

5 鄧賀贏;;B2C顧客忠誠度分析[J];經(jīng)濟(jì)管理;2001年24期

6 陶洪;葉國燦;;我國B2C電子商務(wù)模式的發(fā)展演化[J];商業(yè)時代;2007年01期

7 程慧平;萬莉;;學(xué)術(shù)期刊評價指標(biāo)結(jié)構(gòu)研究——基于結(jié)構(gòu)方程模型[J];情報雜志;2014年11期

8 康貽建;;對推進(jìn)網(wǎng)絡(luò)消費健康發(fā)展的思考[J];網(wǎng)絡(luò)財富;2010年17期

9 黃鼎隆;饒培倫;韓盈秋;;網(wǎng)絡(luò)購物環(huán)境中信息安全因素對用戶行為的影響[J];人類工效學(xué);2008年01期

10 劉艷陽;常亞平;鄭宇;;E—時代顧客忠誠因素分析及策略探討[J];市場研究;2007年01期

相關(guān)博士學(xué)位論文 前1條

1 李海英;平臺式網(wǎng)購顧客滿意度實證研究[D];西南交通大學(xué);2011年

，

本文編號：2006070