本文關鍵詞：基于因子分析法的網(wǎng)購顧客抱怨影響因素研究　出處：《貴州師范大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： 網(wǎng)購 顧客抱怨 影響因素 實證研究

【摘要】：伴隨著計算機技術的全國性普及和物流業(yè)的蓬勃發(fā)展,網(wǎng)絡購物行為已經成為一個潮流。網(wǎng)購以其更加低廉的價格、更多的商品選擇、突破時間空間限制等優(yōu)勢深受消費者青睞。但網(wǎng)絡購物并非完美無瑕,仍有許多因素會影響顧客滿意度,導致顧客抱怨的產生。因此,本文結合了現(xiàn)階段網(wǎng)絡營銷實情,回顧并借鑒先前學者相關領域的寶貴研究經驗,通過總結和探討,構建網(wǎng)購顧客抱怨影響因素研究模型。本文論述通過對顧客抱怨及相關領域的研究成果進行回顧與總結,在借鑒國內外學者的寶貴經驗的同時,又充分結合顧客抱怨的具體實際情況,設立了評價顧客抱怨的多項指標。并在此基礎上,通過調查問卷進行直接數(shù)據(jù)收集,得到具有典型代表意義的數(shù)據(jù)集合。通過對數(shù)據(jù)進行因子分析,獲得了更為具體的顧客抱怨影響因素。然后,對各影響因素與顧客抱怨之間進行相關性分析,深入明確各個因素與顧客抱怨間的關系。同時通過回歸分析方法建立這些影響因素與顧客抱怨之間的回歸方程,將顧客抱怨與影響因素之間的關系量化,并以此為依據(jù),討論各顧客抱怨因素影響的合理性。最后,文章根據(jù)統(tǒng)計分析得出的結果,優(yōu)化前文假設的初始模型,并提出相應的避免或降低顧客抱怨的合理性建議,供廣大電商企業(yè)參考。
[Abstract]:Along with the rapid development of computer technology and the popularization of national logistics industry, the network shopping has become a trend of online shopping. With its lower price, more choice of goods, break through the limitations of time and space and other advantages favored by consumers. But the network shopping is not perfect, there are still many factors will affect customer satisfaction that leads to customer complaints. Therefore, this paper combines the current network marketing situation, review and valuable research experience of previous scholars in related fields, through the discussion and summary, construction of online shopping customer complaints study on impact factor model. The essay reviews and summarizes the research results of customer complaints and related fields, in reference the valuable experience of the scholars at home and abroad at the same time, but also fully combined with the specific circumstances of customer complaints, set up the evaluation indicators of customer complaints. And on this basis Based on direct data collected through questionnaires, are typical data sets. Through factor analysis of the data, to obtain a more specific factors affecting customer complaints. Then, the effect of each factor and the correlation analysis between customer complaints, further clear the relationship between the factors and customer complaints between at the same time. Through regression analysis the regression equation between these impact factors and customer complaints are established, the quantitative relationship between customer complaints and influencing factors, and on this basis, discussed the influence factors of customer complaint rationality. Finally, according to the statistical analysis of the results of the initial model, optimization of the preceding assumptions, and put forward the corresponding avoid to reduce customer complaints or suggestions, to provide reference for the business enterprise.

【學位授予單位】：貴州師范大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.36;F713.55

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本文編號：1423676