【摘要】：近年來,網(wǎng)絡(luò)的發(fā)展極大地促進(jìn)了生產(chǎn)生活和信息傳播的變革,互聯(lián)網(wǎng)的普及和網(wǎng)民數(shù)量的不斷增長(zhǎng)有效推動(dòng)了網(wǎng)購(gòu)市場(chǎng)交易規(guī)模的擴(kuò)大。B2C(Business to customer)作為推動(dòng)我國(guó)經(jīng)濟(jì)大力發(fā)展的重要組成部分,網(wǎng)購(gòu)市場(chǎng)中激烈的競(jìng)爭(zhēng)促使B2C電商企業(yè)經(jīng)營(yíng)者越來越意識(shí)到顧客價(jià)值的重要性。提高顧客重購(gòu)意愿,促使消費(fèi)者重復(fù)不斷地購(gòu)買,才是電商企業(yè)得以生存的根本。首先,本文通過對(duì)國(guó)內(nèi)外顧客感知價(jià)值與顧客重購(gòu)意愿理論相關(guān)文獻(xiàn)的閱讀與分析,結(jié)合B2C網(wǎng)購(gòu)模式的特點(diǎn),將B2C電商模式下的顧客感知價(jià)值劃分為產(chǎn)品感知價(jià)值、購(gòu)物體驗(yàn)價(jià)值、社會(huì)價(jià)值、感知成本、感知風(fēng)險(xiǎn)五個(gè)維度,構(gòu)建了顧客感知價(jià)值對(duì)顧客重購(gòu)意愿的影響模型,其中顧客滿意與顧客信任作為中介變量;其次,根據(jù)已構(gòu)建模型提出了相關(guān)假設(shè),采用問卷調(diào)查法調(diào)查各影響因素的數(shù)據(jù)變量;最后,使用SPSS統(tǒng)計(jì)軟件將調(diào)查問卷的反饋數(shù)據(jù)進(jìn)行分析,采用定量的方法研究各變量因素對(duì)顧客重購(gòu)意愿的影響,并進(jìn)行假設(shè)檢驗(yàn)。實(shí)證研究結(jié)果表明,除社會(huì)價(jià)值外,顧客感知價(jià)值的其他四個(gè)維度均對(duì)顧客重購(gòu)意愿具有顯著影響,且顧客滿意與顧客信任對(duì)二者關(guān)系存在部分中介作用,消費(fèi)者的個(gè)人特征對(duì)重購(gòu)意愿具有顯著影響。根據(jù)以上實(shí)證分析結(jié)果,本文提出優(yōu)化瀏覽體驗(yàn)和產(chǎn)品質(zhì)量、提高服務(wù)和物流水平、減少支付風(fēng)險(xiǎn)、提供個(gè)性化服務(wù)、促進(jìn)電商社會(huì)化及信息的良性傳播、加大移動(dòng)電商平臺(tái)建設(shè)的成本投入、推動(dòng)顧客口碑良性循環(huán)等提高B2C電商企業(yè)顧客重購(gòu)意愿的營(yíng)銷策略。
[Abstract]:In recent years, the development of the network has greatly promoted the transformation of production, life and information dissemination. The popularity of the Internet and the continuous growth of the number of netizens have effectively promoted the expansion of the transaction scale of the online shopping market. B2C (Business to customer) is an important part of promoting the vigorous development of China's economy. The fierce competition in the online shopping market makes B2C e-commerce business operators more and more aware of the importance of customer value. It is the survival of e-commerce enterprises to improve the willingness of customers to buy again and again. Firstly, through reading and analyzing the theories of customer perceived value and customer repurchase intention at home and abroad, combined with the characteristics of B2C online shopping mode, this paper divides the customer perceived value into product perceived value under B2C e-commerce mode. The five dimensions of shopping experience value, social value, perceived cost and perceived risk are five dimensions. The influence model of customer perceived value on customer repurchase intention is constructed, in which customer satisfaction and customer trust are intermediary variables. Secondly, according to the established model, the relevant assumptions are put forward, and the data variables of each influencing factor are investigated by questionnaire method. Finally, the feedback data of the questionnaire were analyzed by SPSS software, and the influence of each variable factor on customer repurchase intention was studied by quantitative method, and the hypothesis test was carried out. The empirical results show that, except for social value, the other four dimensions of customer perceived value have a significant impact on customer repurchase intention, and customer satisfaction and customer trust have some mediating effects on the relationship between them. Consumers' personal characteristics have a significant impact on the willingness to re-purchase. Based on the above empirical results, this paper proposes to optimize browsing experience and product quality, improve service and logistics level, reduce payment risk, provide personalized services, promote the socialization of e-commerce and the benign dissemination of information. The marketing strategy of increasing the cost of building mobile e-commerce platform, promoting the positive circulation of customer reputation, and so on, can improve the customer repurchase intention of B2C e-commerce enterprise.
【學(xué)位授予單位】：蘭州理工大學(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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