【摘要】：中國電子商務(wù)市場正在處于令人矚目的發(fā)展趨勢，特別是以網(wǎng)絡(luò)購物C2C為主變成B2C市場的發(fā)展。首先，中國消費(fèi)者購買意向從價(jià)格驅(qū)動(dòng)轉(zhuǎn)向服務(wù)驅(qū)動(dòng)，他們對高品質(zhì)和高服務(wù)的要求和期望日益提升。其次，B2C市場內(nèi)連續(xù)加入多種多樣的銷售商，，如中國品牌、國外品牌及跨國品牌等市場規(guī)模越來越擴(kuò)大等原因，所以中國B2C市場迅猛發(fā)展。但B2C市場內(nèi)需要競爭能力，本研究關(guān)注“B2C服務(wù)質(zhì)量”、“顧客滿意度”、“顧客忠誠度”和“原產(chǎn)地形象”的4個(gè)重要要素，本論文制定2個(gè)研究方案�！�1構(gòu)建B2C服務(wù)質(zhì)量測量模型，○2B2C服務(wù)質(zhì)量是否影響顧客滿意度和顧客忠誠度，原產(chǎn)地形象是否影響B(tài)2C服務(wù)質(zhì)量和顧客滿意度。 第一是，本研究構(gòu)建針對中國B2C服務(wù)質(zhì)量測量模型，現(xiàn)有服務(wù)質(zhì)量模型的服務(wù)因素里歸納得出B2C服務(wù)質(zhì)量的相關(guān)因素，但銷售商視角得出服務(wù)質(zhì)量。為了提升服務(wù)因素的信賴性，本研究用Kano分析法挑選B2C核心服務(wù)因素。分析結(jié)果得出了5個(gè)B2C核心服務(wù)因素，其中4個(gè)服務(wù)是“銷售商”能控制的；“特有性”、“保障性”、“實(shí)行性”、“回應(yīng)性”，另外“安全性”是“網(wǎng)絡(luò)購物網(wǎng)站”可控制的服務(wù)因素。 第二是，許多研究者提出了感知服務(wù)質(zhì)量和顧客滿意度及顧客忠誠度有顯著影響關(guān)系，本研究根據(jù)他們的理論，進(jìn)行了實(shí)證分析，得出結(jié)果B2C服務(wù)質(zhì)量的5個(gè)核心服務(wù)因素對顧客滿意度都有正向影響，而且顧客滿意度也是對顧客忠誠度有正向影響。中國B2C市場內(nèi)原產(chǎn)地形象更能影響顧客滿意度，本研究用品牌原產(chǎn)地和制造原產(chǎn)地來進(jìn)行分析，得出結(jié)果品牌原產(chǎn)地形象在B2C服務(wù)質(zhì)量與顧客滿意度之間關(guān)系有中介作用。 通過B2C服務(wù)質(zhì)量測量模型來，評價(jià)消費(fèi)者感知到的B2C服務(wù)質(zhì)量，然后改善顧客滿意度和顧客忠誠度。而且B2C市場內(nèi)銷售不同國籍的產(chǎn)品條件，用原產(chǎn)地形象可以影響B(tài)2C服務(wù)質(zhì)量和顧客滿意度，以及建議適當(dāng)?shù)臓I銷策略。
[Abstract]:China's e-commerce market is in a remarkable development trend, especially in the network shopping C2C to B2C market development. First, Chinese consumers are moving from price-driven to service-driven, with rising demands and expectations for high quality and services. Secondly, the B2C market continues to join a variety of vendors, such as Chinese brands, foreign brands and multinational brands and other market scale is expanding, so the B2C market in China is developing rapidly. But there is a need for competitiveness in the B2C market. This study focuses on the four important factors of "B2C service quality", "customer satisfaction", "customer loyalty" and "image of origin". In this paper, two research schemes are established. 01 the measurement model of B2C service quality is constructed, whether 02B2C service quality affects customer satisfaction and customer loyalty, and whether the image of origin affects B2C service quality and customer satisfaction. First, this study constructs a service quality measurement model for B2C in China. The service factors of the existing service quality models are summed up and the relevant factors of B2C service quality are concluded, but the seller obtains the service quality from the perspective of the seller. In order to improve the reliability of service factors, Kano analysis was used to select B2C core service factors. The results show that there are five B2C core service factors, four of which can be controlled by "vendor". "specificity", "security", "implementation", "responsiveness" and "security" are the controllable service factors of online shopping website. Second, many researchers have proposed that perceived service quality has a significant impact on customer satisfaction and customer loyalty. The results show that the five core service factors of B2C service quality have a positive effect on customer satisfaction, and customer satisfaction also has a positive impact on customer loyalty. The origin image in B2C market in China can affect customer satisfaction more. This study uses brand origin and manufacturing origin to analyze the relationship between B2C service quality and customer satisfaction, and draws the conclusion that brand origin image plays an intermediary role in the relationship between B2C service quality and customer satisfaction. The B2C service quality measurement model is used to evaluate the perceived B2C service quality, and then to improve customer satisfaction and customer loyalty. Moreover, using the image of origin can affect the quality of B2C service and customer satisfaction, and suggest appropriate marketing strategies.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F724.6;F224

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