【摘要】：中國電子商務市場正在處于令人矚目的發(fā)展趨勢，特別是以網絡購物C2C為主變成B2C市場的發(fā)展。首先，中國消費者購買意向從價格驅動轉向服務驅動，他們對高品質和高服務的要求和期望日益提升。其次，B2C市場內連續(xù)加入多種多樣的銷售商，，如中國品牌、國外品牌及跨國品牌等市場規(guī)模越來越擴大等原因，所以中國B2C市場迅猛發(fā)展。但B2C市場內需要競爭能力，本研究關注“B2C服務質量”、“顧客滿意度”、“顧客忠誠度”和“原產地形象”的4個重要要素，本論文制定2個研究方案�！�1構建B2C服務質量測量模型，○2B2C服務質量是否影響顧客滿意度和顧客忠誠度，原產地形象是否影響B(tài)2C服務質量和顧客滿意度。 第一是，本研究構建針對中國B2C服務質量測量模型，現(xiàn)有服務質量模型的服務因素里歸納得出B2C服務質量的相關因素，但銷售商視角得出服務質量。為了提升服務因素的信賴性，本研究用Kano分析法挑選B2C核心服務因素。分析結果得出了5個B2C核心服務因素，其中4個服務是“銷售商”能控制的；“特有性”、“保障性”、“實行性”、“回應性”，另外“安全性”是“網絡購物網站”可控制的服務因素。 第二是，許多研究者提出了感知服務質量和顧客滿意度及顧客忠誠度有顯著影響關系，本研究根據(jù)他們的理論，進行了實證分析，得出結果B2C服務質量的5個核心服務因素對顧客滿意度都有正向影響，而且顧客滿意度也是對顧客忠誠度有正向影響。中國B2C市場內原產地形象更能影響顧客滿意度，本研究用品牌原產地和制造原產地來進行分析，得出結果品牌原產地形象在B2C服務質量與顧客滿意度之間關系有中介作用。 通過B2C服務質量測量模型來，評價消費者感知到的B2C服務質量，然后改善顧客滿意度和顧客忠誠度。而且B2C市場內銷售不同國籍的產品條件，用原產地形象可以影響B(tài)2C服務質量和顧客滿意度，以及建議適當?shù)臓I銷策略。
[Abstract]:China's e-commerce market is in a remarkable development trend, especially in the network shopping C2C to B2C market development. First, Chinese consumers are moving from price-driven to service-driven, with rising demands and expectations for high quality and services. Secondly, the B2C market continues to join a variety of vendors, such as Chinese brands, foreign brands and multinational brands and other market scale is expanding, so the B2C market in China is developing rapidly. But there is a need for competitiveness in the B2C market. This study focuses on the four important factors of "B2C service quality", "customer satisfaction", "customer loyalty" and "image of origin". In this paper, two research schemes are established. 01 the measurement model of B2C service quality is constructed, whether 02B2C service quality affects customer satisfaction and customer loyalty, and whether the image of origin affects B2C service quality and customer satisfaction. First, this study constructs a service quality measurement model for B2C in China. The service factors of the existing service quality models are summed up and the relevant factors of B2C service quality are concluded, but the seller obtains the service quality from the perspective of the seller. In order to improve the reliability of service factors, Kano analysis was used to select B2C core service factors. The results show that there are five B2C core service factors, four of which can be controlled by "vendor". "specificity", "security", "implementation", "responsiveness" and "security" are the controllable service factors of online shopping website. Second, many researchers have proposed that perceived service quality has a significant impact on customer satisfaction and customer loyalty. The results show that the five core service factors of B2C service quality have a positive effect on customer satisfaction, and customer satisfaction also has a positive impact on customer loyalty. The origin image in B2C market in China can affect customer satisfaction more. This study uses brand origin and manufacturing origin to analyze the relationship between B2C service quality and customer satisfaction, and draws the conclusion that brand origin image plays an intermediary role in the relationship between B2C service quality and customer satisfaction. The B2C service quality measurement model is used to evaluate the perceived B2C service quality, and then to improve customer satisfaction and customer loyalty. Moreover, using the image of origin can affect the quality of B2C service and customer satisfaction, and suggest appropriate marketing strategies.
【學位授予單位】：哈爾濱工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F724.6;F224

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