本文關鍵詞：網購國產手機售后服務對顧客重購意愿的影響研究　出處：《中北大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： 手機售后服務 服務質量 感知價值 顧客滿意 顧客重購意愿

【摘要】：根據CNNIC發(fā)布的《第35次中國互聯網絡發(fā)展狀況統(tǒng)計報告》，截止2014年12月底，我國網絡購物用戶規(guī)模達到3.61億，較2013年底增加5953萬人，，增長率為19.7%；我國網民使用網絡購物的比例從48.9%提升至55.7%。根據賽諾零售數據顯示，2014年在整個手機市場中國產手機銷量占比已達73.4%，華為、小米、聯想各憑優(yōu)勢占據在中國市場銷量排名前五中。隨著消費者購物行為的改變、京東等B2C電商平臺的快速發(fā)展，以及各國產手機廠商對線上渠道的高度重視，2014年國產手機線上市場銷量達到8269萬部，占整個手機市場銷量的18%，較上年增幅達56.6%。手機銷售市場向線上轉移，加速改變手機行業(yè)的營銷方式，使得網絡購買手機已成為消費者的首選渠道。而國產手機生產商經過最初的價格戰(zhàn)后，面對不斷飽和的銷售市場，關注手機售后服務滿意度及消費者行為的影響因素，制定合理的應對策略尤為重要。 本文在回顧前人研究的基礎上，根據網購國產手機售后服務的實際情況編制測量量表，并在相關文獻回顧的基礎上提出針對本文的服務質量、感知價值、顧客滿意與顧客重購意愿的研究模型與假設。在理論構建的基礎上，本文運用SPSS19.0數據分析軟件進行了兩階段的實證分析： （1）預調研。共發(fā)放問卷47份，有效問卷43份。對服務質量、感知價值、顧客滿意及顧客重購意愿進行信度分析和效度分析，剔除不相關題項，形成本文最終的問卷。 （2）實證分析。通過問卷星網站共發(fā)放300份問卷，其中有效問卷298份。利用SPSS軟件進行描述性統(tǒng)計分析，并且對問卷的信度和效度再次進行驗證。然后對各個變量之間進行相關分析和回歸分析，最后做中介作用分析。 通過預調研和實證分析，本文得出以下結論：服務質量、感知價值可以分別直接對顧客滿意、顧客重購意愿產生正向影響；顧客滿意在服務質量與顧客重購意愿之間起到完全中介作用；顧客滿意在感知價值與顧客重購意愿之間起到完全中介作用。最后，本文根據實證分析對影響國產手機售后服務的各種因素進行研究，進而對目前的手機售后服務行業(yè)的發(fā)展提出可供參考的政策建議。
[Abstract]:According to the "35th China Internet Development Statistics report" released by CNNIC, by the end of December 2014, the number of online shopping users in China has reached 361 million. 59.53 million more than in end of 2013, the growth rate is 19.7; The proportion of online shopping in China has risen from 48.9% to 55.70.According to Sino retail data, in 2014, the proportion of mobile phone sales made in China reached 73.4% in the whole mobile phone market. Huawei, Xiaomi and Lenovo each occupy the top five in China's sales volume by virtue of their advantages. As consumer shopping behavior changes, JingDong and other B2C ecommerce platforms have grown rapidly. In 2014, the domestic mobile phone sales reached 82.69 million, accounting for 18% of the entire mobile phone market. The mobile phone sales market moved online, accelerating changes in the way the mobile phone industry was marketed. So that the network to buy mobile phones has become the first choice for consumers. And domestic manufacturers of mobile phones after the initial price war, facing a constant saturation of the sales market. It is very important to pay attention to the influencing factors of after-sales service satisfaction and consumer behavior and to formulate reasonable coping strategies. On the basis of reviewing the previous studies, this paper compiles the measurement scale according to the actual situation of domestic mobile phone service, and puts forward the service quality and perceived value of this paper based on the review of relevant literature. The research model and hypothesis of customer satisfaction and customer repurchase will. On the basis of theoretical construction, this paper makes a two-stage empirical analysis by using SPSS19.0 data analysis software. A total of 47 questionnaires and 43 valid questionnaires were sent out. Reliability analysis and validity analysis of service quality, perceived value, customer satisfaction and customer repurchase willingness were carried out to eliminate irrelevant items. Form the final questionnaire of this paper. (2) empirical analysis. A total of 300 questionnaires were distributed through the Star website, of which 298 were valid. Descriptive statistical analysis was carried out by using SPSS software. The reliability and validity of the questionnaire are verified again. Then the correlation analysis and regression analysis among the variables are carried out. Finally, the intermediary function analysis is done. Through pre-investigation and empirical analysis, this paper draws the following conclusions: service quality, perceived value can be directly satisfied with the customer, customer re-purchase will have a positive impact; Customer satisfaction plays a complete intermediary role between service quality and customer repurchase intention; Customer satisfaction plays a complete intermediary role between perceived value and customer repurchase willingness. Finally, this paper studies the factors that affect the after-sales service of domestic mobile phone. Then the development of mobile phone after-sales service industry can be referred to the policy recommendations.
【學位授予單位】：中北大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F713.55

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