【摘要】：隨著3G、4G、WIFI等移動(dòng)網(wǎng)絡(luò)的全面覆蓋和智能移動(dòng)終端的普及,移動(dòng)互聯(lián)網(wǎng)的發(fā)展進(jìn)入了前所未有的創(chuàng)新階段,移動(dòng)網(wǎng)絡(luò)購(gòu)物也進(jìn)入一個(gè)新的發(fā)展高潮,而隨后穩(wěn)定發(fā)展。無(wú)論是規(guī)模還是用戶都呈幾何增長(zhǎng),成為網(wǎng)絡(luò)購(gòu)物中一個(gè)不容忽視的重要部分。隨著移動(dòng)網(wǎng)購(gòu)的快速發(fā)展和競(jìng)爭(zhēng)的愈發(fā)激烈,服務(wù)失誤現(xiàn)象也屢見(jiàn)不鮮。服務(wù)的不確定和不穩(wěn)定性決定了服務(wù)失誤在所難免,高效的服務(wù)補(bǔ)救可以挽回顧客損失和企業(yè)形象,達(dá)到顧客和企業(yè)的雙贏。在移動(dòng)網(wǎng)購(gòu)情境下,移動(dòng)網(wǎng)絡(luò)環(huán)境與傳統(tǒng)環(huán)境的差異性,使得移動(dòng)網(wǎng)購(gòu)的服務(wù)失誤形式與傳統(tǒng)購(gòu)物環(huán)境的服務(wù)失誤形式不同,服務(wù)補(bǔ)救也有差異性,決定了移動(dòng)網(wǎng)購(gòu)服務(wù)補(bǔ)救較傳統(tǒng)網(wǎng)購(gòu)也有一定的差異,對(duì)移動(dòng)網(wǎng)購(gòu)提出了新的要求�；诖�,本文分析移動(dòng)網(wǎng)購(gòu)的服務(wù)補(bǔ)救,探討其對(duì)顧客重購(gòu)意愿的影響機(jī)制,結(jié)合消費(fèi)者行為理論和寬恕的心理學(xué)理論,探究寬恕在營(yíng)銷學(xué)的應(yīng)用,以及在服務(wù)補(bǔ)救和顧客重購(gòu)意愿關(guān)系中的作用,并根據(jù)文獻(xiàn)綜述假設(shè)對(duì)這種影響關(guān)系是中介作用,進(jìn)而通過(guò)實(shí)證研究驗(yàn)證假設(shè)。首先,回顧重購(gòu)意愿、服務(wù)補(bǔ)救、顧客寬恕相關(guān)的文獻(xiàn)以及消費(fèi)者行為理論;其次,根據(jù)文獻(xiàn)綜述和移動(dòng)網(wǎng)購(gòu)的情景特征構(gòu)建本文的研究理論模型,并提出服務(wù)補(bǔ)救與顧客重購(gòu)意愿關(guān)系的假設(shè),以及顧客寬恕中介作用的假設(shè);最后,通過(guò)問(wèn)卷的方式收集研究需要的數(shù)據(jù),并通過(guò)數(shù)據(jù)分析驗(yàn)證假設(shè)關(guān)系,主要得出以下結(jié)論:(1)移動(dòng)網(wǎng)購(gòu)服務(wù)補(bǔ)救中反饋、快速響應(yīng)、道歉和溝通、退貨、現(xiàn)金返還和移動(dòng)優(yōu)惠券均對(duì)重購(gòu)意愿影響顯著。(2)移動(dòng)網(wǎng)購(gòu)服務(wù)補(bǔ)救對(duì)顧客寬恕的影響存在差異,其中反饋、快速響應(yīng)、退貨、現(xiàn)金返還、移動(dòng)優(yōu)惠券顯著的正向影響顧客寬恕,道歉和溝通對(duì)顧客寬恕的影響不顯著。因此,除了道歉和溝通外,顧客寬恕在反饋、快速響應(yīng)、退貨、現(xiàn)金返還和移動(dòng)優(yōu)惠券對(duì)顧客重購(gòu)意愿影響中發(fā)揮著重要的中介作用,并且是部分中介作用。
[Abstract]:With the comprehensive coverage of mobile networks and the popularization of intelligent mobile terminals, the development of mobile Internet has entered an unprecedented stage of innovation, and mobile network shopping has entered a new development climax, and then stable development. Whether the scale or the users are geometric growth, has become an important part of online shopping can not be ignored. With the rapid development of mobile online shopping and increasingly fierce competition, service failures are common. The uncertainty and instability of service determines that service failure is inevitable. Efficient service remedy can save customer losses and corporate image and achieve win-win situation between customers and enterprises. In the situation of mobile online shopping, the difference between mobile network environment and traditional environment makes the service failure form of mobile online shopping different from that of traditional shopping environment, and the service remedy is also different. It is decided that the remedy of mobile online shopping service is different from that of traditional online shopping service, and a new requirement for mobile online shopping is put forward. Based on this, this paper analyzes the service remedy of mobile online shopping, probes into its influence mechanism on customer's repurchase intention, and explores the application of forgiveness in marketing by combining the theory of consumer behavior and the psychological theory of forgiveness. And the role in the relationship between service remedy and customer repurchase will, and according to the literature review hypothesis to this kind of influence relationship is the intermediary role, and then through the empirical research to verify the hypothesis. First of all, review the repurchase intention, service remedy, customer forgiveness related literature and consumer behavior theory. Secondly, according to the literature review and mobile online shopping situation characteristics to build the theoretical model of this paper. The hypothesis of the relationship between service remedy and customer repurchase intention and the hypothesis of customer forgiveness intermediary function are put forward. Finally, the data needed for the research are collected by questionnaire, and the hypothetical relationship is verified by data analysis. The main conclusions are as follows: (1) feedback, quick response, apology and communication, return, cash return and mobile coupons have significant effects on repurchase intention. Feedback, quick response, return, cash return, mobile coupons significantly positively affect customer forgiveness, and apology and communication have no significant impact on customer forgiveness. Therefore, in addition to apology and communication, customer forgiveness plays an important and partial intermediary role in feedback, quick response, return, cash return and mobile coupons.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F274

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本文編號(hào)：2124430