【摘要】：移動(dòng)互聯(lián)網(wǎng)的發(fā)展帶來(lái)了本地生活服務(wù)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(wù)。O2O電子商務(wù)的飛速發(fā)展,研究其模式的顧客忠誠(chéng)非常重要。由于其正處在發(fā)展初期,對(duì)020電子商務(wù)顧客忠誠(chéng)的形成過(guò)程不夠深入了解,導(dǎo)致各大企業(yè)在布局O2O時(shí)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(wù)顧客忠誠(chéng)形成機(jī)理,將商家和O2O平臺(tái)看為一個(gè)整體,作為共同的賣家,研究消費(fèi)者與賣家之間顧客忠誠(chéng)的動(dòng)態(tài)形成過(guò)程,使020商務(wù)平臺(tái)能夠?qū)崿F(xiàn)留住核心顧客,增強(qiáng)競(jìng)爭(zhēng)優(yōu)勢(shì),幫助O2O企業(yè)實(shí)現(xiàn)精準(zhǔn)營(yíng)銷。本文的研究主要分為三大部分。第一部分是通過(guò)傳統(tǒng)顧客忠誠(chéng)和電子商務(wù)顧客忠誠(chéng)的文獻(xiàn)綜述,研究并分析O2O電子商務(wù)模式的特點(diǎn),最后確定顧客忠誠(chéng)的影響因素,在相關(guān)文獻(xiàn)分析的基礎(chǔ)上,得出顧客感知價(jià)值,轉(zhuǎn)換成本,顧客信任和顧客滿意作為驅(qū)動(dòng)因素;同時(shí)分析影響驅(qū)動(dòng)因素的前因因素,得出前因因素為服務(wù)質(zhì)量,網(wǎng)站設(shè)計(jì),價(jià)格優(yōu)勢(shì),線下體驗(yàn),安全性和售后擔(dān)保,并提出相關(guān)研究假設(shè)。第二部分是實(shí)證設(shè)計(jì)和數(shù)據(jù)分析階段,主要是通過(guò)問(wèn)卷調(diào)查獲得原始數(shù)據(jù)并進(jìn)行前測(cè)分析形成最后問(wèn)卷,選擇合適的問(wèn)卷發(fā)放形式并實(shí)施發(fā)放。最后對(duì)問(wèn)卷進(jìn)行回收檢驗(yàn),并利用Excel中的數(shù)據(jù)統(tǒng)計(jì)功能對(duì)數(shù)據(jù)進(jìn)行統(tǒng)計(jì)描述,利用SPSS21.0進(jìn)行信度分析,效度分析和回歸分析,驗(yàn)證并修改模型。第三部分是研究結(jié)論和建議,對(duì)數(shù)據(jù)分析之后的模型進(jìn)行歸納總結(jié),并提出提升顧客忠誠(chéng)的策略和進(jìn)一步要解決的問(wèn)題。本文分析論證后得出如下結(jié)論:①在驅(qū)動(dòng)變量(顧客感知價(jià)值,顧客滿意,顧客信任,轉(zhuǎn)換成本)對(duì)顧客忠誠(chéng)關(guān)系的分析論證中,表明顧客信任對(duì)態(tài)度忠誠(chéng)的貢獻(xiàn)最大。研究發(fā)現(xiàn),4個(gè)驅(qū)動(dòng)變量與顧客行為忠誠(chéng)的論證分析中,發(fā)現(xiàn)4個(gè)驅(qū)動(dòng)變量對(duì)顧客行為忠誠(chéng)均具有正向積極作用,其中顧客感知價(jià)值對(duì)行為忠誠(chéng)的影響作用最弱,顧客滿意對(duì)行為忠誠(chéng)的影響作用最強(qiáng)。②在分析前因變量(服務(wù)質(zhì)量,網(wǎng)站設(shè)計(jì),價(jià)格優(yōu)勢(shì),線下體驗(yàn),安全性和售后擔(dān)保)對(duì)驅(qū)動(dòng)變量的過(guò)程中,除了網(wǎng)站設(shè)計(jì)和線下體驗(yàn)對(duì)顧客感知價(jià)值的影響作用不顯著外,其他研究假設(shè)均通過(guò)驗(yàn)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(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F724.6

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