發(fā)布時間：2018-05-19 14:34

  本文選題：顧客契合行為 + 顧客網(wǎng)絡(luò)��； 參考：《哈爾濱工業(yè)大學(xué)》2015年碩士論文

【摘要】：隨著知識經(jīng)濟和互聯(lián)網(wǎng)的迅速發(fā)展,可供顧客選擇和消費的同質(zhì)品牌和產(chǎn)品越來越多,顧客的心理狀態(tài)和行為動態(tài)都對企業(yè)的生存和發(fā)展起到了至關(guān)重要的作用。顧客的行為除了購買行為之外,還有參與行為、口碑傳播行為等顧客契合行為。近幾年,顧客契合行為借助互聯(lián)網(wǎng)、新媒體等渠道得到了快速發(fā)展,并引起了學(xué)術(shù)界和營銷界的廣泛關(guān)注,是營銷學(xué)界一個嶄新的研究領(lǐng)域。目前學(xué)術(shù)界對顧客契合方面的研究比較狹窄,大部分著眼于顧客契合的概念、維度研究,只有少數(shù)學(xué)者對顧客契合的前因和結(jié)果進行了探索性研究。鑒于此,本文探索性進行顧客間網(wǎng)絡(luò)特征對顧客契合行為產(chǎn)生的影響分析。首先,本文對顧客契合行為和社會網(wǎng)絡(luò)的相關(guān)理論進行了梳理,并在前人研究的基礎(chǔ)上,對本文研究的顧客契合行為和顧客網(wǎng)絡(luò)的概念及相關(guān)理論進行了詳細闡述。其次,基于對現(xiàn)有理論進行分析和整理,探索性地提出了顧客間網(wǎng)絡(luò)結(jié)構(gòu)特征和關(guān)系特征對顧客契合行為影響的假設(shè),并在理論分析的基礎(chǔ)上,厘清了顧客間網(wǎng)絡(luò)特征對顧客契合行為的影響機理,然后構(gòu)建了顧客間網(wǎng)絡(luò)特征與顧客契合行為間的理論模型。最后,針對蘋果品牌社區(qū)的顧客成員進行問卷調(diào)研,并利用結(jié)構(gòu)方程方法對獲得的數(shù)據(jù)進行分析,最終使相關(guān)假設(shè)和理論模型得到了驗證。
[Abstract]:With the rapid development of knowledge economy and Internet, more and more homogeneous brands and products are available for customers to choose and consume. The psychological state and behavior dynamics of customers have played a vital role in the survival and development of enterprises. Besides purchasing behavior, customer behavior includes participation behavior, word-of-mouth communication behavior and so on. In recent years, with the help of the Internet, new media and other channels, the customer fit behavior has been developed rapidly, which has aroused the extensive attention of the academic and marketing circles, and is a new research field in the field of marketing. At present, the academic research on customer fit is relatively narrow. Most of them focus on the concept and dimension of customer fit. Only a few scholars have conducted exploratory research on the antecedents and results of customer fit. In view of this, this paper explores the impact of customer network characteristics on customer fit behavior. First of all, this paper reviews the relevant theories of customer fit behavior and social network, and on the basis of previous studies, the concept and related theory of customer fit behavior and customer network are expounded in detail. Secondly, based on the analysis and arrangement of the existing theories, the hypothesis of the influence of the network structure and the relationship between the customers on the customer fit behavior is put forward, and on the basis of the theoretical analysis, This paper clarifies the influence mechanism of customer network characteristics on customer fit behavior, and then constructs a theoretical model between customer network feature and customer fit behavior. Finally, a questionnaire survey was conducted for the customer members of the Apple brand community, and the data obtained were analyzed by using the structural equation method. Finally, the relevant assumptions and theoretical models were verified.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.55

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本文編號：1910477