本文選題：B2C + 網(wǎng)購(gòu)體驗(yàn)　； 參考：《南京師范大學(xué)》2015年碩士論文

【摘要】：近幾年,電子商務(wù)得到了迅猛發(fā)展,尤其是隨著移動(dòng)互聯(lián)網(wǎng)的逐漸普及,網(wǎng)購(gòu)活動(dòng)已經(jīng)成為人們?nèi)粘Ｉ畈豢扇鄙俚牟糠�。體驗(yàn)經(jīng)濟(jì)的來(lái)臨,使得人們的關(guān)注焦點(diǎn)已經(jīng)從單純的產(chǎn)品價(jià)格擴(kuò)展到購(gòu)物體驗(yàn)上。因而,各大電商企業(yè)需要為顧客創(chuàng)造良好的體驗(yàn),使其獲得最大的價(jià)值。隨著電商競(jìng)爭(zhēng)的日益激烈,相對(duì)于吸引顧客,保留已有顧客、與其建立長(zhǎng)期關(guān)系,成為各大電商客戶關(guān)系管理的重要目標(biāo)。粘性作為保留消費(fèi)者戰(zhàn)略的核心要素,對(duì)顧客忠誠(chéng)的形成有著至關(guān)重要的作用。對(duì)于各大電商而言,面對(duì)競(jìng)爭(zhēng)對(duì)手的比拼,之前的網(wǎng)購(gòu)體驗(yàn)?zāi)芊癯蔀轭櫩托纬砷L(zhǎng)期粘性的關(guān)鍵所在,網(wǎng)站該如何通過(guò)營(yíng)造良好的網(wǎng)購(gòu)體驗(yàn)使顧客愿意與該網(wǎng)站維持長(zhǎng)期關(guān)系,就成為了理論和實(shí)踐探討的焦點(diǎn),這也是本文所要解決的問(wèn)題。為此,本文結(jié)合B2C網(wǎng)購(gòu)的背景及其購(gòu)物體驗(yàn)的特點(diǎn),構(gòu)建起相應(yīng)的研究模型,探討網(wǎng)購(gòu)體驗(yàn)對(duì)重購(gòu)顧客長(zhǎng)期粘性的影響。本研究以網(wǎng)購(gòu)體驗(yàn)為自變量,顧客長(zhǎng)期粘性為因變量,替代者吸引力為調(diào)節(jié)變量,并在文獻(xiàn)綜述的基礎(chǔ)上形成了本文的研究假設(shè)和研究模型。通過(guò)問(wèn)卷調(diào)查和相關(guān)的實(shí)證研究方法,得出了如下的結(jié)論：網(wǎng)購(gòu)體驗(yàn)四個(gè)方面對(duì)顧客長(zhǎng)期粘性有著不同程度的影響作用,其中網(wǎng)站體驗(yàn)的影響最小,情感體驗(yàn)的影響最大；替代者吸引力對(duì)顧客長(zhǎng)期粘性有著顯著的負(fù)向影響；替代者吸引力只對(duì)網(wǎng)購(gòu)體驗(yàn)中的網(wǎng)站體驗(yàn)到顧客長(zhǎng)期粘性的影響起著負(fù)向調(diào)節(jié)作用。最后本文對(duì)所得出的研究結(jié)論進(jìn)行了討論,并給予B2C電商企業(yè)相關(guān)的管理建議：B2C電商企業(yè)應(yīng)該重點(diǎn)營(yíng)造自身的網(wǎng)購(gòu)體驗(yàn),不僅要向顧客提供物美價(jià)廉的產(chǎn)品,還應(yīng)該讓顧客在情感上獲得輕松、愉快的感受,以使其增強(qiáng)對(duì)自身企業(yè)的長(zhǎng)期粘性。此外,本文還指出了該研究的不足和未來(lái)的研究方向。
[Abstract]:In recent years, electronic commerce has been developing rapidly, especially with the popularity of mobile Internet, online shopping activities have become an indispensable part of people's daily life. With the advent of experience economy, the focus of attention has been expanded from simple product price to shopping experience. Therefore, the major e-commerce enterprises need to create a good experience for customers to obtain maximum value. With the increasingly fierce competition of e-commerce, relative to attract customers, retain existing customers, and establish long-term relationship with them, become an important goal of customer relationship management. Stickiness, as the core element of consumer strategy, plays an important role in the formation of customer loyalty. For the major e-commerce companies, in the face of competition from their competitors, whether the previous online shopping experience can become the key to forming long-term stickiness for customers, how should the website make customers willing to maintain long-term relationships with the website by creating a good online shopping experience? It has become the focus of theoretical and practical discussion, which is also the problem to be solved in this paper. Therefore, combining the background of B2C online shopping and the characteristics of its shopping experience, this paper constructs a corresponding research model and discusses the effect of online shopping experience on the long-term stickiness of rescheduling customers. This study takes online shopping experience as independent variable, customer long-term viscosity as dependent variable, substitute attraction as adjustment variable, and forms the research hypothesis and research model based on literature review. Through the questionnaire survey and empirical research methods, the following conclusions are drawn: the four aspects of online shopping experience have different effects on customer long-term stickiness, among which the influence of website experience is the least, and the influence of emotional experience is the biggest; Substitute attractiveness has a significant negative effect on customer long-term stickiness, and substitute attractiveness only plays a negative role in regulating the effect of long-term customer stickiness on the website experience of online shopping experience. Finally, this paper discusses the research conclusions, and gives B2C e-commerce enterprises related management advice: B2C e-commerce enterprises should focus on building their own online shopping experience, not only to provide customers with quality and cheap products. Customers should also be emotionally relaxed and happy to enhance their long-term stickiness to their businesses. In addition, this paper also points out the shortcomings of this study and the future research direction.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F713.55

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本文編號(hào)：1967440