基于电子商务环境的顾客满意与忠诚的关系研究
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摘要
随着计算机技术的迅速发展,电子商务这一互联网时代的特殊交易方式吸引着无数的消费者。由于电子商务市场竞争激烈程度的进一步加剧,网络商家纷纷寻找获取竞争优势的突破口。顾客忠诚作为获取竞争优势的有效途径之一,已成为学者和企业家共同关注的焦点。本文试图通过对电子商务购物模式下顾客忠诚与顾客满意的关系的研究,提出了电子商务购物模式下顾客满意与顾客忠诚的构成体系,为网络商家销售商品、提高顾客忠诚提供建议和指导。
本文首先论述了电子商务购物模式下的顾客满意与忠诚的研究目的和对象、研究现状和意义以及本文的研究结构与流程;其次,回顾了电子商务的发展历程以及顾客满意与顾客忠诚的研究成果;再者,通过对电子商务购物模式下顾客满意与忠诚的关系的深入分析,以及顾客信任对二者之间关系的交互作用,初步构建了电子商务购物模式下顾客满意与忠诚的关系模型;最后通过一系列严谨的统计调查分析得出了本研究的结论。
文章通过对电子商务购物模式下消费者的调研,运用因子分析得出了两个具体的顾客感知价值要素,分别是价格优势以及顾客个性化;得出了两个网络服务质量的要素,分别是网站设计以及信息质量。并运用结构方程模型分析了网络顾客满意与网络顾客行为忠诚之间的关系,验证了顾客信任对顾客满意与顾客行为忠诚的关系。
基于实证研究的结果,本文系统论述了电子商务购物模式下顾客满意的构成维度:顾客感知价值和网络服务质量,以及各个维度的内涵,为网络商家实施有针对性的营销活动提供了依据。
As Internet economy approaching, on-line shopping is attracting much more consumers. Since the market competition is further fierce, internet merchants are urgent to find the way of gaining competitive advantage. Customer loyalty as one of the ways to gaining competitive advantages has been focused on by scholars and the entrepreneurs. This paper tries to do the research of analyzing the relation of the customer loyalty and the customer satisfaction under the electronic commerce shopping environment, and then putting forward the composing system of the customer's satisfaction and customer's loyalty under the environment of e-commerce. It could be expected that this kind of study is able to provide suggestion and guide for Internet merchant.
First, the paper discussed the purpose and object of customer satisfaction and loyalty research under the electronic commerce shopping environment, then the research gives the present conditions and meanings and textual research structures and process; The next step is looking back the loyalty research result of the development process and the customer satisfactions and customers of the electronic commerce; Furthermore, pass the thorough analysis to the electronic commerce shopping mode the bottom the satisfied and honest relation of customer, and the customer trust to two relate to of hand over with each other function, the first step set up the electronic commerce shopping mode satisfied and loyalty relation model of customer; the conclusion of this research is given by investigate the analysis through a series of careful covariance.
This paper passes the investigation to the electronic commerce shopping environment, with the usage of factorization got two concrete factor of customer perception, respectively is: the price advantage and customers characteristic; Get the main factor of two networks service quantity is the website design and information quantity. And use of structural equation model to analyze the relationship between customer satisfaction with the customers loyal, and authenticated the relationship between the customer confidence in the verification of customer satisfaction and customer loyalty.
According to the result that substantial evidence study, this paper system discussed the electronic commerce shopping environment satisfied composing dimension of customer: The customer perception and the network service quantities, and the content of each dimension, provided the basis advices for the network company's marketing activity.
本文首先论述了电子商务购物模式下的顾客满意与忠诚的研究目的和对象、研究现状和意义以及本文的研究结构与流程;其次,回顾了电子商务的发展历程以及顾客满意与顾客忠诚的研究成果;再者,通过对电子商务购物模式下顾客满意与忠诚的关系的深入分析,以及顾客信任对二者之间关系的交互作用,初步构建了电子商务购物模式下顾客满意与忠诚的关系模型;最后通过一系列严谨的统计调查分析得出了本研究的结论。
文章通过对电子商务购物模式下消费者的调研,运用因子分析得出了两个具体的顾客感知价值要素,分别是价格优势以及顾客个性化;得出了两个网络服务质量的要素,分别是网站设计以及信息质量。并运用结构方程模型分析了网络顾客满意与网络顾客行为忠诚之间的关系,验证了顾客信任对顾客满意与顾客行为忠诚的关系。
基于实证研究的结果,本文系统论述了电子商务购物模式下顾客满意的构成维度:顾客感知价值和网络服务质量,以及各个维度的内涵,为网络商家实施有针对性的营销活动提供了依据。
As Internet economy approaching, on-line shopping is attracting much more consumers. Since the market competition is further fierce, internet merchants are urgent to find the way of gaining competitive advantage. Customer loyalty as one of the ways to gaining competitive advantages has been focused on by scholars and the entrepreneurs. This paper tries to do the research of analyzing the relation of the customer loyalty and the customer satisfaction under the electronic commerce shopping environment, and then putting forward the composing system of the customer's satisfaction and customer's loyalty under the environment of e-commerce. It could be expected that this kind of study is able to provide suggestion and guide for Internet merchant.
First, the paper discussed the purpose and object of customer satisfaction and loyalty research under the electronic commerce shopping environment, then the research gives the present conditions and meanings and textual research structures and process; The next step is looking back the loyalty research result of the development process and the customer satisfactions and customers of the electronic commerce; Furthermore, pass the thorough analysis to the electronic commerce shopping mode the bottom the satisfied and honest relation of customer, and the customer trust to two relate to of hand over with each other function, the first step set up the electronic commerce shopping mode satisfied and loyalty relation model of customer; the conclusion of this research is given by investigate the analysis through a series of careful covariance.
This paper passes the investigation to the electronic commerce shopping environment, with the usage of factorization got two concrete factor of customer perception, respectively is: the price advantage and customers characteristic; Get the main factor of two networks service quantity is the website design and information quantity. And use of structural equation model to analyze the relationship between customer satisfaction with the customers loyal, and authenticated the relationship between the customer confidence in the verification of customer satisfaction and customer loyalty.
According to the result that substantial evidence study, this paper system discussed the electronic commerce shopping environment satisfied composing dimension of customer: The customer perception and the network service quantities, and the content of each dimension, provided the basis advices for the network company's marketing activity.
引文
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