本文選題：交叉購(gòu)買 + 關(guān)系質(zhì)量��； 參考：《重慶工商大學(xué)》2013年碩士論文

【摘要】：餐飲業(yè)是世界上最古老、最活躍，與人民生活緊密相關(guān)的行業(yè)，也是我國(guó)近幾年發(fā)展最快的行業(yè)之一。伴隨著改革開(kāi)放帶來(lái)的經(jīng)濟(jì)發(fā)展以及消費(fèi)者消費(fèi)觀念變化，餐飲業(yè)也在經(jīng)歷著不斷的變革。新餐飲業(yè)態(tài)層出不窮，一些大型、綜合性的連鎖餐飲品牌逐漸占據(jù)餐飲市場(chǎng)主導(dǎo)地位�？系禄�、麥當(dāng)勞、必勝客等國(guó)際快餐品牌以各種形式進(jìn)入中國(guó)市場(chǎng)，中國(guó)本土品牌如永和大王、鄉(xiāng)村基等也迅速崛起。各種地方特色的小吃、餐館和酒店也隨著社會(huì)的進(jìn)步和發(fā)展、文化的交互溝通和繁榮從而在全國(guó)風(fēng)靡，中國(guó)餐飲業(yè)的競(jìng)爭(zhēng)愈加激烈。在市場(chǎng)逐漸飽和的情況下，商家的市場(chǎng)競(jìng)爭(zhēng)戰(zhàn)略逐漸從占據(jù)市場(chǎng)份額逐步轉(zhuǎn)向占據(jù)消費(fèi)者份額。 在餐飲消費(fèi)過(guò)程中，我們經(jīng)常會(huì)經(jīng)歷或看到這樣的現(xiàn)象：消費(fèi)者在一家餐飲店消費(fèi)一種或一些菜品之后又會(huì)有意識(shí)或無(wú)意識(shí)地購(gòu)買其他菜品、小吃或主食。我們把消費(fèi)者類似這樣行為稱為交叉購(gòu)買。消費(fèi)者的交叉購(gòu)買能夠使餐飲商增加來(lái)自現(xiàn)有消費(fèi)者的收入貢獻(xiàn)，消費(fèi)者的交叉購(gòu)買已經(jīng)成為爭(zhēng)取消費(fèi)者份額的一大來(lái)源。對(duì)企業(yè)收入增長(zhǎng)而言，在許多情況下，與獲取新消費(fèi)者相比，促進(jìn)現(xiàn)有消費(fèi)者交叉購(gòu)買是一個(gè)更好的選擇。 從消費(fèi)者角度出發(fā)，識(shí)別交叉購(gòu)買驅(qū)動(dòng)因素，鎖定正確的消費(fèi)者，交叉銷售的有效性會(huì)得到大大提高。交叉購(gòu)買會(huì)導(dǎo)致更高的收益、市場(chǎng)份額和消費(fèi)者價(jià)值。因此，近些年交叉購(gòu)買不斷為學(xué)術(shù)界所關(guān)注，在企業(yè)與消費(fèi)者關(guān)系研究及其實(shí)踐中越來(lái)越受重視，尤其在關(guān)系營(yíng)銷研究領(lǐng)域當(dāng)中。 隨著近年來(lái)一系列安全事件的曝光，人們仿佛正經(jīng)歷著一場(chǎng)安全危機(jī)，很多消費(fèi)者對(duì)于當(dāng)前的消費(fèi)環(huán)境沒(méi)有安全感。在這種環(huán)境下，消費(fèi)者的購(gòu)買意向受到感知風(fēng)險(xiǎn)的影響變的更加明顯，成為解釋消費(fèi)者行為的重要因素。消費(fèi)者改變、推遲或者取消購(gòu)買，很大程度上受到感知風(fēng)險(xiǎn)的影響。中國(guó)由于本身市場(chǎng)環(huán)境的差異，消費(fèi)者在購(gòu)買時(shí)感覺(jué)到的風(fēng)險(xiǎn)更高。因此如何有效降低消費(fèi)者購(gòu)買前的感知風(fēng)險(xiǎn)，促進(jìn)消費(fèi)者的購(gòu)買行為，對(duì)于企業(yè)來(lái)說(shuō)至關(guān)重要。 以往學(xué)者們主要從增加消費(fèi)者購(gòu)買后結(jié)果的確定性和減少由于購(gòu)買所造成的損失程度兩個(gè)角度來(lái)研究降低消費(fèi)者感知風(fēng)險(xiǎn)的策略。然而在關(guān)系營(yíng)銷愈發(fā)重要的今天，企業(yè)也需要與時(shí)俱進(jìn)，更多地從關(guān)系營(yíng)銷中消費(fèi)者的角度來(lái)考慮企業(yè)運(yùn)營(yíng)問(wèn)題，曾有學(xué)者研究指出，良好的關(guān)系質(zhì)量能夠降低消費(fèi)者購(gòu)買前的感知風(fēng)險(xiǎn)。因此，本文將以我國(guó)餐飲業(yè)為研究背景，從感知風(fēng)險(xiǎn)的視角下，研究關(guān)系質(zhì)量對(duì)消費(fèi)者交叉購(gòu)買意向的影響。 本文首先通過(guò)文獻(xiàn)檢索和閱讀，明確關(guān)系質(zhì)量、消費(fèi)者感知風(fēng)險(xiǎn)和消費(fèi)者交叉購(gòu)買的具體含義，并提煉出它們所包含的維度，通過(guò)問(wèn)卷調(diào)研，收集一手?jǐn)?shù)據(jù)，利用科學(xué)統(tǒng)計(jì)的方法，對(duì)關(guān)系質(zhì)量各維度分別與消費(fèi)者感知風(fēng)險(xiǎn)、消費(fèi)者交叉購(gòu)買意向之間的關(guān)系進(jìn)行分析，，以期從結(jié)果中得到營(yíng)銷啟示，最終為企業(yè)降低消費(fèi)者感知風(fēng)險(xiǎn)、促進(jìn)消費(fèi)者交叉購(gòu)買提出合理化、多元化的建議。 研究從理論模型與假設(shè)出發(fā)，最終通過(guò)實(shí)證分析得出了關(guān)系質(zhì)量各維度對(duì)消費(fèi)者感知風(fēng)險(xiǎn)的影響作用，以及消費(fèi)者感知風(fēng)險(xiǎn)對(duì)消費(fèi)者交叉購(gòu)買意向的影響，并通過(guò)數(shù)據(jù)證實(shí)了關(guān)系質(zhì)量中的哪些要素對(duì)于消費(fèi)者感知風(fēng)險(xiǎn)的影響更為顯著，對(duì)于促進(jìn)消費(fèi)者交叉購(gòu)買意向發(fā)揮更大作用，從研究結(jié)果中獲得的營(yíng)銷啟示，為企業(yè)的營(yíng)銷管理提供了一些參考。本文中關(guān)系質(zhì)量與消費(fèi)者感知風(fēng)險(xiǎn)影響消費(fèi)者交叉購(gòu)買意向的理論模型，不僅對(duì)于我國(guó)餐飲業(yè)研究具有理論指導(dǎo)意義，研究方法和研究過(guò)程對(duì)于其他服務(wù)行業(yè)，甚至對(duì)制造業(yè)也同樣具有借鑒意義。
[Abstract]:Catering industry is the oldest and most active industry in the world, which is closely related to the people's life. It is also one of the fastest growing industries in recent years. With the economic development of the reform and opening up and the change of consumer's consumption concept, the catering industry is also undergoing continuous changes. The new catering industry is emerging in an endless stream, some large and comprehensive companies. Kentucky, McDonald's, Pizza Hut and other international fast food brands have entered the Chinese market in various forms. Chinese local brands, such as Yonghe, and rural base, have also risen rapidly. The local snacks, restaurants and hotels also develop and communicate with the society as well as the development of the society. Prosperity has become popular throughout the country, and the competition in China's catering industry is becoming increasingly fierce. As the market is saturated, the market competition strategy of merchants gradually shifts from occupying market share to occupying consumer share.
In the course of food consumption, we often experience or see the phenomenon that consumers buy other dishes, snack or staple food consciously or unconsciously after the consumption of one or more dishes in a restaurant. As a result of the income contribution of existing consumers, consumers' cross purchase has become a major source of consumer share. In terms of income growth, in many cases, it is a better choice to promote existing consumers to cross purchase than to obtain new consumers.
From a consumer point of view, identifying cross purchase drivers and locking the right consumers, the effectiveness of cross selling will be greatly improved. Cross purchase will lead to higher earnings, market share and consumer value. Therefore, cross purchase has constantly been paid attention to in the academic world in recent years, and in the research and practice of the relationship between enterprises and consumers More and more attention has been paid to it, especially in the field of relationship marketing.
With the exposure of a series of security incidents in recent years, people seem to be experiencing a security crisis, and many consumers have no sense of security in the current consumer environment. In this environment, consumers' purchase intentions are more obvious influenced by perceived risk, becoming an important factor in the release of consumer behavior. Late or cancelled purchases are largely influenced by perceived risk. China feels more risky when buying its own market environment. Therefore, it is crucial for the enterprise to effectively reduce the perceived risk before the purchase of the consumer and promote the consumer's purchase behavior.
In the past, scholars have mainly studied the strategies to reduce the perceived risk of consumers by increasing the certainty of the results after the purchase of consumers and reducing the degree of loss caused by the purchase. However, the enterprises need to keep pace with the times and consider more from the perspective of the consumer in the relationship marketing. Some scholars have pointed out that good relationship quality can reduce the perceived risk before consumers' purchase. Therefore, this paper will study the influence of relationship quality on consumer cross purchase intention from the perspective of perceived risk.
First of all, through literature retrieval and reading, the specific meaning of relationship quality, consumer perceived risk and consumer cross purchase is defined, and the dimensions are extracted. Through questionnaire survey, one hand data are collected, and the methods of scientific statistics are used to cross purchase the consumers' perceived risk and consumers' perceived risk. The relationship between intentions is analyzed in order to get Marketing Inspiration from the results, and finally to reduce the perceived risk of the consumer and promote the rationalization and diversification of consumers' cross purchase.
From the theoretical model and hypothesis, the study finally through the empirical analysis of the impact of the relationship quality dimensions on consumer perceived risk, and the impact of consumer perceived risk on consumer cross purchase intention, and through data confirmed which factors in the relationship quality have more significant impact on consumer perceived risk. As for the promotion of consumer cross purchase intention, the Marketing Inspiration obtained from the research results provides some reference for the marketing management of the enterprise. The theoretical model of relationship quality and consumer perceived risk affecting consumer cross purchase intention is not only theoretical guiding significance for the research of Chinese catering industry in this paper. The research method and research process can also serve as reference for other service industries and even for manufacturing industry.

【學(xué)位授予單位】：重慶工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F713.55;F719.3

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