B2C环境下顾客价值对顾客忠诚影响的实证研究
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摘要
近年来,由电子商务创造的新经济模式逐渐改变了人们的生活方式,消费者的购物习惯也发生了很大的变化,网上购物的消费方式越来越受到人们的欢迎。但由于受较低的转换成本和丰富的网络信息资源的影响,网络顾客极容易改变其购买对象而使得其对企业的忠诚度大为降低。因此,如何在电子商务环境下提高顾客的忠诚度,减少顾客的流失率,维护良好的客户关系,已成为众多从事网络营销的企业十分关注而又迫切需要解决的重大课题。
本文以顾客价值理论、顾客忠诚理论和顾客满意理论为研究基础,以网络购物商店为研究对象,探讨了在B2C电子商务环境下顾客价值对顾客忠诚关系的影响。本文将网络顾客价值分为四个维度:产品感知价值、顾客服务价值、购物体验价值和消费风险,并把网络顾客满意作为网络顾客价值和网络顾客忠诚的中间变量,构建了“网络顾客价值--网络顾客满意--网络顾客忠诚”的结构模型,提出了研究假设,进行了问卷调研,并运用SPSS13.0对实际调研获取的数据进行了信度分析、效度分析和假设检验。最后,根据数据处理的结果得出了如下研究结论:
1、网络顾客价值对网络顾客忠诚有直接显著的正向影响。网络顾客价值四个维度检验结果为:体验价值、消费风险和服务价值对网络顾客忠诚有直接显著的正向影响,产品价值对网络顾客忠诚没有直接显著的影响。
2、网络顾客价值对网络顾客满意有直接显著的正向影响。网络顾客价值四个维度的检验结果为:消费风险、产品价值、体验价值和服务价值都对网络顾客满意有直接显著的影响,并且影响作用依次减小。
3、网络顾客满意对网络顾客忠诚有直接显著的正向影响。
4、网络顾客满意在自变量服务价值、体验价值和消费风险与因变量网络顾客忠诚之间存在部分中介效应。
本文的研究成果,可以应用于电子商务企业为创造顾客价值所进行的各项活动,通过创造顾客价值,达到顾客满意,进而形成顾客的持久忠诚。
In recent years, with the rapid development of e-commerce ,consumer's shopping habits has undergone a drastic change, e-commerce has created a new economic model,which has gradually changed people's way of life. As an important part of e-commerce, online shopping becomes more and more popular. With the online shopping rapid development, there should not be neglected Customer draining. How to improve customer loyalty to prevent the loss of customers for online shop in e-business environment , which is of great significance.
This theory based on customer value, customer loyalty and customer satisfaction,and the theory reaserch online shopping store as study target . In this study, the network is divided into four dimensions of customer value: product perceived value, customer service value, consumer shopping experience and online shopping risk, and research customer satisfaction as the middle variable between customer value and customer loyalty , empirical study of the relationship between E-customer value and E-customer loyalty .Firstly ,this article reviewed the related literature home and abroad , based on this ,create a "network of Customer Value - Network customer satisfaction - customer loyalty network" model, and then proposes a hypothesis of this study. Secondly, after analysis of the data obtained by actual survey, data were reliability analysis , validity analysis and hypothesis testing by SPSS13.0 . Finally, according to the results of data processing,we reached the following conclusions.
1、The E- customer value has a direct positive effect to the E-customer loyalty. The E- customer value of the four dimensions's test results : experiential value, online shopping risk and service value have a direct positive effect with the E-consumer loyalty , the product value has no direct significant impact with the E-consumer loyalty.
2、The e-customer value has a direct positive effect with the e-customer satisfaction.The E- customer value of the four dimensions's test results: online shopping risk, product value, experience value and service value have a direct and significant impact with the e-customer satisfaction , and the influence was reduced.
3、The e-customer satisfaction has a direct positive influence with the e-customer loyalty .
4、The e-customer satisfaction has a part- effect between the independent variable service value, experience value, online shopping risk and the dependent variable the e-customer loyalty.
Results of this study can be applied to e-commerce enterprises to create customer value of the activities carried out, through the creation of customer value, achieve customer satisfaction, thus forming a lasting customer loyalty.
本文以顾客价值理论、顾客忠诚理论和顾客满意理论为研究基础,以网络购物商店为研究对象,探讨了在B2C电子商务环境下顾客价值对顾客忠诚关系的影响。本文将网络顾客价值分为四个维度:产品感知价值、顾客服务价值、购物体验价值和消费风险,并把网络顾客满意作为网络顾客价值和网络顾客忠诚的中间变量,构建了“网络顾客价值--网络顾客满意--网络顾客忠诚”的结构模型,提出了研究假设,进行了问卷调研,并运用SPSS13.0对实际调研获取的数据进行了信度分析、效度分析和假设检验。最后,根据数据处理的结果得出了如下研究结论:
1、网络顾客价值对网络顾客忠诚有直接显著的正向影响。网络顾客价值四个维度检验结果为:体验价值、消费风险和服务价值对网络顾客忠诚有直接显著的正向影响,产品价值对网络顾客忠诚没有直接显著的影响。
2、网络顾客价值对网络顾客满意有直接显著的正向影响。网络顾客价值四个维度的检验结果为:消费风险、产品价值、体验价值和服务价值都对网络顾客满意有直接显著的影响,并且影响作用依次减小。
3、网络顾客满意对网络顾客忠诚有直接显著的正向影响。
4、网络顾客满意在自变量服务价值、体验价值和消费风险与因变量网络顾客忠诚之间存在部分中介效应。
本文的研究成果,可以应用于电子商务企业为创造顾客价值所进行的各项活动,通过创造顾客价值,达到顾客满意,进而形成顾客的持久忠诚。
In recent years, with the rapid development of e-commerce ,consumer's shopping habits has undergone a drastic change, e-commerce has created a new economic model,which has gradually changed people's way of life. As an important part of e-commerce, online shopping becomes more and more popular. With the online shopping rapid development, there should not be neglected Customer draining. How to improve customer loyalty to prevent the loss of customers for online shop in e-business environment , which is of great significance.
This theory based on customer value, customer loyalty and customer satisfaction,and the theory reaserch online shopping store as study target . In this study, the network is divided into four dimensions of customer value: product perceived value, customer service value, consumer shopping experience and online shopping risk, and research customer satisfaction as the middle variable between customer value and customer loyalty , empirical study of the relationship between E-customer value and E-customer loyalty .Firstly ,this article reviewed the related literature home and abroad , based on this ,create a "network of Customer Value - Network customer satisfaction - customer loyalty network" model, and then proposes a hypothesis of this study. Secondly, after analysis of the data obtained by actual survey, data were reliability analysis , validity analysis and hypothesis testing by SPSS13.0 . Finally, according to the results of data processing,we reached the following conclusions.
1、The E- customer value has a direct positive effect to the E-customer loyalty. The E- customer value of the four dimensions's test results : experiential value, online shopping risk and service value have a direct positive effect with the E-consumer loyalty , the product value has no direct significant impact with the E-consumer loyalty.
2、The e-customer value has a direct positive effect with the e-customer satisfaction.The E- customer value of the four dimensions's test results: online shopping risk, product value, experience value and service value have a direct and significant impact with the e-customer satisfaction , and the influence was reduced.
3、The e-customer satisfaction has a direct positive influence with the e-customer loyalty .
4、The e-customer satisfaction has a part- effect between the independent variable service value, experience value, online shopping risk and the dependent variable the e-customer loyalty.
Results of this study can be applied to e-commerce enterprises to create customer value of the activities carried out, through the creation of customer value, achieve customer satisfaction, thus forming a lasting customer loyalty.
引文
[1]Zeithaml V.Consumer perception of price,quality and value:a means-end model and synthesis of evidence[J].Journal of Marketing,1988 ,(52):2-22.
[2]Woodruff,R B . Customer value : The next source for competitive advantage[J].Journal of the Academy of Marketing Science,1997,25(2):139-153.
[3]Philip Kotler.Marketing Management:Analysis,Planning, Implementation,andControl[M].Prentice-Hall International,Inc.1999.
[4]William D.Neal.Research,1999,Satisfaction Is Nice,But Value Drives Loylty. Marketing Research,1999,(6):21-23.
[5]Eighmey,J.Profiting user responses to conmercial web sites[J].Journal of Advenising Research,l997(6):21一35.
[6]JarvcnPaa,S.&Todd,P.A.Consumer reactions to e1ectronic shopping on the world wide web[J].Inetnrational Journal of EIecortnic Commerce,1997.
[7]Kjm,J.,Lee,J.,Han,K&Lee,M.Busineses as buildings:metrics for the architectural qualily of Internet businesses [J].Infomralion sysetms Reseacrh,2002.
[8]Oliver,R . L . Satisfaction.A behavioral perspecctive on the customer.New York:McGraw-Hil[M],1997 .
[9] Reichheld,frederick F.and Jr.Sasser,W.Earl,"Zero Defections:Quality Comes to Services",Harvard Business Review,1990.
[10]Reichheld,FrederickF.Theloyaltyeffect,the hidden force behind growth, profits and lasting value.Harvard Bsiness school Press.1996.
[11]SriniS.Srinivasan,RolphAnderson,KishorePon avolu.Customer loyalty in e-commerce:an exploartion of its antecedents and consequences. Journal of Retailing.2002,1(78):41一50.
[12]Anderson,Srinivasan . E·satisfaction and e-loyalty : A contingency framework[J].Psychologyand Marketing.2003,20(2):1 23—1 38.
[13]Heskett,J.L,Thomas O.J,Lovenmn,GW.,Sasser,W E.&Leonard,A.S.Puttingthe service-profit chain to work.Harvard[J]Business Review 1994.72(21):164—172.
[14]McKnight,D.H.,Choudhury,V&Kacmar,C.Developing and validating trust measures fore-corrlnlerce : all integrative typology[J] , Information Systems Research.2003.
[15]Korgaonkar,P.K&Wolin,L.D.A multivariate analysis of web nsage[j].Journal of Advertising Research.1999,39(2):53-68.
[16]Gronroos,Lehtio,Kaisa;Oikonen,Vesa,Nyman,Samuel.Quantifying tumour hypoxia with fluorine[M].2003.
[17]Wolfmbarger,M.&Gilly,Mi C.E-Tail SQ:Dimensionalizing,measuring and predicting eTailquality[J].Journal of Retailing.2003,79(3):183-198.
[18]Wee,K.,Neo,L&Ramcachandra,R.CybeTbuying in China,Hong Kong and singalpore.Tracking the who, where,why and what of Buying on line[J].Internationaljournal of Rotail and Distirbution Management,2000(2)8:307一317.
[19]Szymanski,D.M.&Hise,R.T.E-satisfaction:An initial examination[J].Journal of Retailing.2000,76(3):309-322.
[20]董大海,权小妍,曲晓飞.顾客价值及其构成[J].大连理工大学学报(社会科学版) ,1999.
[21]沙振权,丁文.将顾客忠诚利润化.商业时代.2003,1(241):38-39.
[22]严浩仁.试论顾客忠诚的影响因素和理论模型.商业经济与管理.2005,4(126):64-65.
[23]李妮蔚,李政,高福霞,李志.我国顾客忠诚度研究文献综述.现代管理科学,2006(1).
[24]江纯孝,温碧燕,申文果等.顾客忠诚感一电子商务的秘密武器[J].科技进步与对策,2001.
[25]赵兵.电子服务领域如何达到消费者满意[J].经济论坛.2005(5).
[26]刘艳阳,常亚平,郑宇.E时代顾客忠诚因素分析及策略探讨.市场研究.2007,1(1):31-35.
[27]汪旭晖,徐健.基于转换成本调节作用的网上零售顾客忠诚研究[J].2008JMS中国营销科学学术年会征文,2008.
[28]查金祥.B2C电子商务顾客忠诚与顾客忠诚度的关系研究[J].浙江大学.2006(5).
[29]温碧燕.网上零传企业培育顾客忠诚感的SCS策略[J〕.江苏商论,2004.
[30]杨红芬.网上零售业的关键一顾客满意[J].市场与电脑,2000.
[31]王素仙,韦苏捷.网络营销条件下顾客忠诚度的培养[J].经营与管理,2000.
[32]韩经纬、韦福祥:“顾客满意与顾客忠诚互动关系研究”,《南开管理评论》,2001年第6期(8).
[33]艾伦·雷德·史密斯著.如何培养顾客忠诚[M].刘祥亚,周晶等译.北京:机械工业出版社,2002.
[34]张明立,胡云权.基与顾客价值供求模型的价值决策分析[J].哈尔滨工业大学学报(社会科学版),2003.9.
[35]张明立,樊华,于秋.红顾客价值的内涵、特征及类型[J].管理科学,2005(2):72-73.
[36]白长虹.西方的顾客价值研究及其实践启示[J].南开管理评论,2001 ,(2) :51 - 55.
[37]董西梅.基于电子商务的顾客价值创造.2006:11-13.
[35]王月兴,冯绍津.顾客忠诚的驱动因素及其作用[J],经济管理,2002.
[36]王方华等.网络营销[M].太原:山西经济出版社,1999.
[37]陈进成.电子商务顾客价值、满意度与忠诚度之研究一以电子商店为例[D].硕士学位论文,中原大学,2003.
[38]盛亚军.顾客满意_顾客忠诚与企业经济绩效关系分析[M].2006.
[39]马庆国.管理统计:数据获取、统计原理与SPSS工具与应用研究[M].北京:科学出版社,2000.
[40]侯杰泰,成子娟,马什赫伯特.验证性因素分析:问卷题数及小样本应用策略.心理学报,1999.
[41]王权,李金波.实证性因素分析.浙江大学出版社,2002.
[42]中国互联网络信息中心(CNNIC),2010.中国第二十五次互联网络发展状况统计报告.http ://www.cnnic.net.cn.
[2]Woodruff,R B . Customer value : The next source for competitive advantage[J].Journal of the Academy of Marketing Science,1997,25(2):139-153.
[3]Philip Kotler.Marketing Management:Analysis,Planning, Implementation,andControl[M].Prentice-Hall International,Inc.1999.
[4]William D.Neal.Research,1999,Satisfaction Is Nice,But Value Drives Loylty. Marketing Research,1999,(6):21-23.
[5]Eighmey,J.Profiting user responses to conmercial web sites[J].Journal of Advenising Research,l997(6):21一35.
[6]JarvcnPaa,S.&Todd,P.A.Consumer reactions to e1ectronic shopping on the world wide web[J].Inetnrational Journal of EIecortnic Commerce,1997.
[7]Kjm,J.,Lee,J.,Han,K&Lee,M.Busineses as buildings:metrics for the architectural qualily of Internet businesses [J].Infomralion sysetms Reseacrh,2002.
[8]Oliver,R . L . Satisfaction.A behavioral perspecctive on the customer.New York:McGraw-Hil[M],1997 .
[9] Reichheld,frederick F.and Jr.Sasser,W.Earl,"Zero Defections:Quality Comes to Services",Harvard Business Review,1990.
[10]Reichheld,FrederickF.Theloyaltyeffect,the hidden force behind growth, profits and lasting value.Harvard Bsiness school Press.1996.
[11]SriniS.Srinivasan,RolphAnderson,KishorePon avolu.Customer loyalty in e-commerce:an exploartion of its antecedents and consequences. Journal of Retailing.2002,1(78):41一50.
[12]Anderson,Srinivasan . E·satisfaction and e-loyalty : A contingency framework[J].Psychologyand Marketing.2003,20(2):1 23—1 38.
[13]Heskett,J.L,Thomas O.J,Lovenmn,GW.,Sasser,W E.&Leonard,A.S.Puttingthe service-profit chain to work.Harvard[J]Business Review 1994.72(21):164—172.
[14]McKnight,D.H.,Choudhury,V&Kacmar,C.Developing and validating trust measures fore-corrlnlerce : all integrative typology[J] , Information Systems Research.2003.
[15]Korgaonkar,P.K&Wolin,L.D.A multivariate analysis of web nsage[j].Journal of Advertising Research.1999,39(2):53-68.
[16]Gronroos,Lehtio,Kaisa;Oikonen,Vesa,Nyman,Samuel.Quantifying tumour hypoxia with fluorine[M].2003.
[17]Wolfmbarger,M.&Gilly,Mi C.E-Tail SQ:Dimensionalizing,measuring and predicting eTailquality[J].Journal of Retailing.2003,79(3):183-198.
[18]Wee,K.,Neo,L&Ramcachandra,R.CybeTbuying in China,Hong Kong and singalpore.Tracking the who, where,why and what of Buying on line[J].Internationaljournal of Rotail and Distirbution Management,2000(2)8:307一317.
[19]Szymanski,D.M.&Hise,R.T.E-satisfaction:An initial examination[J].Journal of Retailing.2000,76(3):309-322.
[20]董大海,权小妍,曲晓飞.顾客价值及其构成[J].大连理工大学学报(社会科学版) ,1999.
[21]沙振权,丁文.将顾客忠诚利润化.商业时代.2003,1(241):38-39.
[22]严浩仁.试论顾客忠诚的影响因素和理论模型.商业经济与管理.2005,4(126):64-65.
[23]李妮蔚,李政,高福霞,李志.我国顾客忠诚度研究文献综述.现代管理科学,2006(1).
[24]江纯孝,温碧燕,申文果等.顾客忠诚感一电子商务的秘密武器[J].科技进步与对策,2001.
[25]赵兵.电子服务领域如何达到消费者满意[J].经济论坛.2005(5).
[26]刘艳阳,常亚平,郑宇.E时代顾客忠诚因素分析及策略探讨.市场研究.2007,1(1):31-35.
[27]汪旭晖,徐健.基于转换成本调节作用的网上零售顾客忠诚研究[J].2008JMS中国营销科学学术年会征文,2008.
[28]查金祥.B2C电子商务顾客忠诚与顾客忠诚度的关系研究[J].浙江大学.2006(5).
[29]温碧燕.网上零传企业培育顾客忠诚感的SCS策略[J〕.江苏商论,2004.
[30]杨红芬.网上零售业的关键一顾客满意[J].市场与电脑,2000.
[31]王素仙,韦苏捷.网络营销条件下顾客忠诚度的培养[J].经营与管理,2000.
[32]韩经纬、韦福祥:“顾客满意与顾客忠诚互动关系研究”,《南开管理评论》,2001年第6期(8).
[33]艾伦·雷德·史密斯著.如何培养顾客忠诚[M].刘祥亚,周晶等译.北京:机械工业出版社,2002.
[34]张明立,胡云权.基与顾客价值供求模型的价值决策分析[J].哈尔滨工业大学学报(社会科学版),2003.9.
[35]张明立,樊华,于秋.红顾客价值的内涵、特征及类型[J].管理科学,2005(2):72-73.
[36]白长虹.西方的顾客价值研究及其实践启示[J].南开管理评论,2001 ,(2) :51 - 55.
[37]董西梅.基于电子商务的顾客价值创造.2006:11-13.
[35]王月兴,冯绍津.顾客忠诚的驱动因素及其作用[J],经济管理,2002.
[36]王方华等.网络营销[M].太原:山西经济出版社,1999.
[37]陈进成.电子商务顾客价值、满意度与忠诚度之研究一以电子商店为例[D].硕士学位论文,中原大学,2003.
[38]盛亚军.顾客满意_顾客忠诚与企业经济绩效关系分析[M].2006.
[39]马庆国.管理统计:数据获取、统计原理与SPSS工具与应用研究[M].北京:科学出版社,2000.
[40]侯杰泰,成子娟,马什赫伯特.验证性因素分析:问卷题数及小样本应用策略.心理学报,1999.
[41]王权,李金波.实证性因素分析.浙江大学出版社,2002.
[42]中国互联网络信息中心(CNNIC),2010.中国第二十五次互联网络发展状况统计报告.http ://www.cnnic.net.cn.
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