【摘要】：移動互聯(lián)網(wǎng)的發(fā)展帶來了本地生活服務類網(wǎng)站的發(fā)展,先前的B2C,B2B和C2C等模式,到新興的O2O電子商務。O2O電子商務的飛速發(fā)展,研究其模式的顧客忠誠非常重要。由于其正處在發(fā)展初期,對020電子商務顧客忠誠的形成過程不夠深入了解,導致各大企業(yè)在布局O2O時不能夠維系顧客,留住核心顧客。本文在分析論證了O2O電子商務顧客忠誠形成機理,將商家和O2O平臺看為一個整體,作為共同的賣家,研究消費者與賣家之間顧客忠誠的動態(tài)形成過程,使020商務平臺能夠實現(xiàn)留住核心顧客,增強競爭優(yōu)勢,幫助O2O企業(yè)實現(xiàn)精準營銷。本文的研究主要分為三大部分。第一部分是通過傳統(tǒng)顧客忠誠和電子商務顧客忠誠的文獻綜述,研究并分析O2O電子商務模式的特點,最后確定顧客忠誠的影響因素,在相關文獻分析的基礎上,得出顧客感知價值,轉換成本,顧客信任和顧客滿意作為驅動因素;同時分析影響驅動因素的前因因素,得出前因因素為服務質量,網(wǎng)站設計,價格優(yōu)勢,線下體驗,安全性和售后擔保,并提出相關研究假設。第二部分是實證設計和數(shù)據(jù)分析階段,主要是通過問卷調查獲得原始數(shù)據(jù)并進行前測分析形成最后問卷,選擇合適的問卷發(fā)放形式并實施發(fā)放。最后對問卷進行回收檢驗,并利用Excel中的數(shù)據(jù)統(tǒng)計功能對數(shù)據(jù)進行統(tǒng)計描述,利用SPSS21.0進行信度分析,效度分析和回歸分析,驗證并修改模型。第三部分是研究結論和建議,對數(shù)據(jù)分析之后的模型進行歸納總結,并提出提升顧客忠誠的策略和進一步要解決的問題。本文分析論證后得出如下結論:①在驅動變量(顧客感知價值,顧客滿意,顧客信任,轉換成本)對顧客忠誠關系的分析論證中,表明顧客信任對態(tài)度忠誠的貢獻最大。研究發(fā)現(xiàn),4個驅動變量與顧客行為忠誠的論證分析中,發(fā)現(xiàn)4個驅動變量對顧客行為忠誠均具有正向積極作用,其中顧客感知價值對行為忠誠的影響作用最弱,顧客滿意對行為忠誠的影響作用最強。②在分析前因變量(服務質量,網(wǎng)站設計,價格優(yōu)勢,線下體驗,安全性和售后擔保)對驅動變量的過程中,除了網(wǎng)站設計和線下體驗對顧客感知價值的影響作用不顯著外,其他研究假設均通過驗證。
[Abstract]:The development of mobile Internet has brought about the development of local life service websites. Previous models such as B2CU B2B and C2C, to the emerging O2O e-commerce, O2O e-commerce rapid development, it is very important to study its model of customer loyalty. Because it is in the early stage of development, the formation process of customer loyalty in 020 E-commerce is not well understood, which leads to the failure of the enterprises to maintain customers and retain the core customers in the layout of O2O. In this paper, the formation mechanism of customer loyalty in O2O e-commerce is analyzed and demonstrated. The business and O2O platform are regarded as a whole, and the dynamic forming process of customer loyalty between consumers and sellers is studied. The 020 business platform can retain core customers, enhance competitive advantage, and help O 2O enterprises to achieve precision marketing. The research of this paper is divided into three parts. The first part is through the traditional customer loyalty and e-commerce customer loyalty literature review, research and analysis of the characteristics of O2O e-commerce model, finally determine the factors affecting customer loyalty, on the basis of relevant literature analysis. Customer perceived value, conversion cost, customer trust and customer satisfaction are the driving factors. At the same time, the antecedent factors that influence the driving factors are analyzed. The results show that the antecedents are the quality of service, website design, price advantage, offline experience, security and after-sale guarantee, and the related research hypotheses are put forward. The second part is the empirical design and data analysis stage, mainly through the questionnaire to obtain the original data and pre-test analysis to form the final questionnaire, select the appropriate form of questionnaire distribution and implement the distribution. Finally, the questionnaire is collected and tested, and the statistical function of Excel is used to describe the data. The reliability analysis, validity analysis and regression analysis of SPSS21.0 are used to verify and modify the model. The third part is the conclusion and suggestion of the research. The model after data analysis is summarized, and the strategies to improve customer loyalty and the problems to be solved are put forward. The conclusions are as follows: 1 in the analysis and argumentation of customer loyalty relationship between driving variables (customer perceived value, customer satisfaction, customer trust, switching cost), it shows that customer trust contributes most to attitude loyalty. In the analysis of the four driving variables and customer behavior loyalty, it is found that the four driving variables have positive effects on customer behavior loyalty, among which customer perceived value has the weakest effect on behavior loyalty. Customer satisfaction has the strongest effect on behavior loyalty. 2 in the process of analyzing the driving variables of pre-dependent variables (quality of service, website design, price advantage, offline experience, security and after-sales guarantee), Except that the influence of website design and offline experience on customer perceived value is not significant, other research hypotheses are verified.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F724.6

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本文編號：2409561