【摘要】：近年來,隨著我國經(jīng)濟(jì)的迅速增長,汽車的交易規(guī)模也越來越大,截止2016年底,全國汽車保有量1.79億輛,較10年前增長了高達(dá)384.14%,這使得我國成為繼美國之后全球第二大汽車保有量國家。然而從汽車交易的市場結(jié)構(gòu)來看,相對于一手車市場,我國的二手車市場規(guī)模依然較小,交易規(guī)模占比僅為34%,而歐美國家普遍達(dá)到75%以上。我國二手車市場發(fā)展緩慢的重要原因之一就是消費者滿意度不高。相對于新車市場,二手車市場的信息不對稱問題更加嚴(yán)重,而O2O作為近年來新興的商業(yè)模式則很好的改善了傳統(tǒng)二手車市場信息不對稱的困擾。O2O即是on-line to off-line的縮寫,即從“線上”到“線下”。利用互聯(lián)網(wǎng)平臺信息的便捷交流,使得交易雙方在線上完成信息的溝通充分,繼而在線下實現(xiàn)交易的最終完成。近兩年人人車、瓜子網(wǎng)等O2O二手車平臺的興起,標(biāo)志著O2O模式開始走進(jìn)中國二手車消費者的視線。本文在理論研究的基礎(chǔ)上,綜合國內(nèi)外文獻(xiàn)和O2O二手車交易流程,提出O2O模式下二手車客戶滿意度影響因素概念模型。模型包括感知軟件質(zhì)量、感知硬件質(zhì)量和客戶個體特質(zhì)三大影響因素。在建立理論模型基礎(chǔ)上,本文采用問卷調(diào)查的方法,根據(jù)指標(biāo)體系設(shè)計問卷,最終回收253份有效樣本。利用SPSS19.0軟件對樣本數(shù)據(jù)進(jìn)行了信度和效度檢驗,在此基礎(chǔ)上進(jìn)行了因子分析、回歸分析和單因素方差分析。研究發(fā)現(xiàn),二手車質(zhì)量、二手車吸引力、網(wǎng)站信息質(zhì)量、網(wǎng)站設(shè)計、網(wǎng)站服務(wù)質(zhì)量、實體店服務(wù)質(zhì)量和實體店環(huán)境質(zhì)量會對客戶滿意度產(chǎn)生顯著正向影響;客戶個體特質(zhì)中,網(wǎng)購習(xí)慣和掌握二手車知識的程度與客戶滿意度呈顯著正相關(guān)關(guān)系,而性別、年齡和月收入與客戶滿意度之間并無顯著相關(guān)關(guān)系。最后,本文從加強(qiáng)平臺信息管理,建立誠信交易體系;完善配套服務(wù),加強(qiáng)全渠道互動;樹立優(yōu)質(zhì)品牌形象,打造核心競爭力三方面提出了對策建議,從而提高O2O模式下客戶購買二手車的滿意度,最終促進(jìn)我國二手車市場的良性健康發(fā)展。
[Abstract]:In recent years, with the rapid growth of China's economy, the scale of car transactions is also increasing. By the end of 2016, the number of vehicles owned by the country was 179 million, up as much as 384.14 percent compared with 10 years ago. This makes China the world's second largest car owner after the United States. However, compared with the first-hand car market, China's used car market is still small in terms of market structure, accounting for only 34% of the trading scale, while in Europe and the United States, more than 75% is generally achieved. One of the important reasons for the slow development of used car market in China is that the consumer satisfaction is not high. Compared with the new car market, the problem of information asymmetry in used car market is more serious, and O2O, as a new business model in recent years, has improved the problem of information asymmetry in the traditional used car market. O2O is the abbreviation of on-line to off-line. That is, from "on-line" to "offline". Making use of the convenient exchange of information on the Internet platform, both sides of the transaction can complete the communication of the information online, and then realize the final completion of the transaction offline. The rise of Renren car, Guazi and other used car platforms in the last two years indicates that the O2O model has begun to enter the sight of used car consumers in China. On the basis of theoretical research, this paper presents a conceptual model of the influence factors of used car customer satisfaction under O2O mode by integrating domestic and foreign literatures and O2O second-hand vehicle transaction process. The model includes three influential factors: perceived software quality, perceived hardware quality and customer personality. On the basis of establishing the theoretical model, this paper adopts the method of questionnaire survey, designs the questionnaire according to the index system, and finally reclaims 253 valid samples. The reliability and validity of the sample data were tested by SPSS19.0 software. On this basis, factor analysis, regression analysis and one-way variance analysis were carried out. It is found that used car quality, used car attraction, website information quality, website design, website service quality, physical store service quality and physical store environment quality have a significant positive impact on customer satisfaction. There was a significant positive correlation between customer satisfaction and online shopping habits and the degree of mastery of used car knowledge, while there was no significant correlation between gender, age, monthly income and customer satisfaction. Finally, this article strengthens the platform information management, establishes the integrity transaction system, consummates the supporting service, strengthens the omni-channel interaction; To establish high quality brand image and build core competence, countermeasures and suggestions are put forward to improve the satisfaction of second-hand car purchase under O2O mode, and finally to promote the healthy development of used car market in China.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.471;F724.6

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