【摘要】：近年來,我國電子商務(wù)獲得了很大發(fā)展,網(wǎng)絡(luò)體驗營銷的重要性日益凸顯,網(wǎng)站經(jīng)營者逐步意識到品牌的重要性。國內(nèi)對網(wǎng)站品牌忠誠的研究方興未艾,對顧客的網(wǎng)絡(luò)消費體驗的研究則剛剛興起,對互聯(lián)網(wǎng)環(huán)境下顧客體驗及其與網(wǎng)站品牌忠誠的關(guān)系沒有進行深入探討。因此,探討購物網(wǎng)站顧客體驗對網(wǎng)站品牌忠誠的影響機理具有重要的理論和實踐意義。 本研究首先對國內(nèi)外相關(guān)研究文獻進行了梳理,并對電子商務(wù)領(lǐng)域?qū)＜液陀芯W(wǎng)上購物經(jīng)歷的消費者進行深度訪談,在此基礎(chǔ)上構(gòu)建了顧客體驗對網(wǎng)站品牌忠誠的影響模型。通過分析相關(guān)文獻,結(jié)合我國網(wǎng)絡(luò)購物發(fā)展的現(xiàn)狀,形成了各變量的測量量表。信度和效度檢驗表明,各測量量表均適用于我國消費者。最后,通過在長沙市區(qū)隨機攔截和網(wǎng)絡(luò)調(diào)查平臺訪問的形式發(fā)放問卷264份,獲得有效樣本203份,并將該數(shù)據(jù)用于背景變量的分析和模型的假設(shè)檢驗。 實證結(jié)果發(fā)現(xiàn):購物網(wǎng)站顧客體驗對品牌情感和品牌信任有顯著的正向影響,并通過品牌信任間接影響網(wǎng)站品牌忠誠;品牌情感顯著影響品牌信任;便利導(dǎo)向調(diào)節(jié)顧客體驗和品牌情感的關(guān)系,但不能調(diào)節(jié)顧客體驗和品牌信任的關(guān)系;經(jīng)濟導(dǎo)向和網(wǎng)絡(luò)經(jīng)驗不能調(diào)節(jié)顧客體驗和品牌信任、品牌情感的關(guān)系。在此基礎(chǔ)上,提出了相應(yīng)的管理建議。 本研究的創(chuàng)新之處主要體現(xiàn)在:(1)理論模型的創(chuàng)新。2001年Chaudhuri和Holbrook研究證明:品牌情感和品牌信任對品牌忠誠決定作用。本研究在此模型的基礎(chǔ)上加入了顧客體驗這一前因變量,首次以顧客體驗為切入點展開對網(wǎng)站品牌忠誠的研究,并探索了顧客體驗與品牌情感、品牌信任與品牌忠誠的關(guān)系。(2)補充和發(fā)展了戰(zhàn)略體驗?zāi)K理論。本研究將該理論應(yīng)用于購物網(wǎng)站顧客體驗研究,將體驗量表引入到網(wǎng)絡(luò)購物的研究中,對互聯(lián)網(wǎng)環(huán)境下顧客體驗理論創(chuàng)新、顧客體驗影響網(wǎng)站品牌忠誠及網(wǎng)站品牌權(quán)益的研究進行了有益補充。
[Abstract]:In recent years, e-commerce in China has been greatly developed, the importance of network experience marketing is increasingly prominent, website operators gradually realize the importance of the brand. The domestic research on website brand loyalty is in the ascendant, and the research on customer's network consumption experience has just arisen, and the relationship between customer experience and website brand loyalty under the Internet environment has not been deeply discussed. Therefore, it has important theoretical and practical significance to explore the influence mechanism of shopping website customer experience on website brand loyalty. This study firstly combs the relevant research literature at home and abroad, and conducts in-depth interviews with e-commerce experts and consumers with online shopping experience. Based on this, a model of the influence of customer experience on website brand loyalty is constructed. Through the analysis of relevant literature, combined with the current situation of the development of online shopping in China, the measurement scale of various variables was formed. The reliability and validity tests show that all measurement scales are applicable to Chinese consumers. Finally, 264 questionnaires were sent out in the form of random interception and network survey platform in Changsha, and 203 valid samples were obtained. The data were used to analyze the background variables and test the hypothesis of the model. The empirical results show that: shopping website customer experience has a significant positive impact on brand sentiment and brand trust, and indirectly affects brand loyalty through brand trust, brand emotion significantly affects brand trust; Convenience orientation regulates the relationship between customer experience and brand emotion, but cannot adjust the relationship between customer experience and brand trust, while economic orientation and network experience can not adjust the relationship between customer experience and brand trust and brand emotion. On this basis, the corresponding management suggestions are put forward. The main innovations of this study are as follows: (1) the innovation of theoretical model. The research of Chaudhuri and Holbrook in 2001 proved that brand emotion and brand trust play a decisive role in brand loyalty. On the basis of this model, this study adds customer experience as a pre-dependent variable, and starts with customer experience as the starting point to study brand loyalty of website, and explores customer experience and brand emotion. The relationship between brand trust and brand loyalty. (2) the theory of strategic experience module is supplemented and developed. This study applies the theory to the study of customer experience on shopping websites, and introduces the experience scale into the research of online shopping, and innovates the theory of customer experience in the Internet environment. The research on the influence of customer experience on website brand loyalty and website brand rights is supplemented.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F724.6;F224

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