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论文编号：	10011
作者编号：	1120150823
上传时间：	2018/6/6 18:30:11
中文题目：	感知互动性与顾客体验对网络商店在线顾客忠诚的影响研究——整合营销传播的视角
英文题目：	The Effect of Perceived Interactivity and Customer Experience on the Online Customer Loyalty towards A Web Store——From the Perspective of Integrated Marketing Communication
指导老师：	申光龙
中文关键字：	感知互动性；顾客体验；在线顾客忠诚；在线转换惰性；在线顾客满意；
英文关键字：	Perceived Interactivity; Customer Experience; Online Customer Loyalty; Online Conversion Inertia; Online Customer Satisfaction
中文摘要：	网络技术突飞猛进的发展，引发了商业领域与顾客网购行为的变革。自身购物经历、对在线顾客网络购物行为的深入剖析，并结合深度访谈发现，越来越多的顾客倾向于对特定网络商店重复光顾、积极正向口碑与推荐，即在线顾客忠诚。这一现象引起了本研究的关注。 网络与其他传播媒介最主要的区别在于其具备互动性，从在线零售商到在线顾客的整合营销传播观点认为，整合营销传播的终极目标就是顾客体验。基于整合营销传播的视角，结合顾客购物过程与接触点理论、认知—情感—行为理论与计划行为理论，本研究构建了感知互动性、顾客体验通过在线顾客满意、在线转换惰性双中介作用正向影响在线顾客忠诚的研究模型。 通过文献回顾发现，已有研究存在如下不足：首先，对于顾客忠诚尤其是在线顾客忠诚的研究多关注于对网站的忠诚，本研究聚焦的是在线顾客对特定网络商店的顾客忠诚；其次，对于在线顾客忠诚的探讨局限于特定要素，如物流能力、服务质量、价格收益，也包括互动性与品牌体验等对在线顾客忠诚的潜在影响，却未有研究从整个购物流程各接触点的视角出发探究顾客忠诚的全方位影响因素，研究结论缺乏系统性与全面性；其三，即使关注到互动性与顾客体验的作用，对于二者的具体维度及其测量并未达成一致，不同研究中对于互动性与顾客体验的界定不同、维度多样且存在很大差异；其四，关注互动性与顾客体验作为结果变量，却很少关注其作为前置因素对顾客忠诚的作用，更缺乏机制探讨。 本研究构建了感知互动性、顾客体验通过在线顾客满意与在线转换惰性的双中介，作用于在线顾客忠诚的研究模型。为了进一步确认感知互动性、顾客体验维度划分的有效性，并对已有模型的实践适用性进行检验，在实证分析之前，采用了访谈定性分析方法，定性分析证实了感知互动性、顾客体验维度划分的有效性以及研究模型的实践适用性。随后，运用问卷调查法对研究模型进行了实证分析。为了确保量表的信效度，在正式调研之前，本研究对已有量表进行了预调研，基于预调研数据对量表的信效度进行了检验，确立正式调研问卷。最终通过对482位在线顾客的调查，运用结构方程模型与bootstrap分析方法对所提出的研究假设进行检验，研究结论为： 首先，区别于传统对网站互动性的探讨，采用互动性狭义观点，专注“在线零售商—在线顾客”互动，强调在线顾客对互动性的感知，称之为感知互动性，划分为三个维度，主动控制、双向传播与同步性；根据已有观点对顾客体验的概念与维度进行探索，从传统感官体验、情感体验拓展到信任体验、购后体验与在线评论体验共五个维度。 其次，就感知互动性各维度而言，主动控制正向影响在线转换惰性，进而通过在线转换惰性中介正向影响在线顾客忠诚的假设未得到实证支持。最终的结论是：主动控制通过在线顾客满意、在线顾客满意→在线转换惰性中介正向影响在线顾客忠诚。双向传播与同步性均通过在线顾客满意、在线转换惰性、在线顾客满意→在线转换惰性中介正向影响在线顾客忠诚。在线顾客满意与在线转换惰性的中介作用并不存在显著差异。 再次，就顾客体验而言，感官体验与信任体验通过在线转换惰性中介正向影响在线顾客忠诚的假设未通过实证检验。最终的结论是：感官体验、信任体验通过在线顾客满意、在线顾客满意→在线转换惰性中介正向影响在线顾客忠诚；情感体验、购后体验与在线评论体验均通过在线顾客满意、在线转换惰性、在线顾客满意→在线转换惰性中介正向影响在线顾客忠诚。在线顾客满意与在线转换惰性的中介作用并不存在显著差异。 本研究的创新性与贡献性主要体现在：一是从整合营销传播的理论视角构建了感知互动性、顾客体验（涵盖了购物旅程的全方位接触点），通过在线顾客满意、在线转换惰性、在线顾客满意→在线转换惰性中介作用，影响在线顾客忠诚的研究模型；二是在在线情境下探究，将对网站互动性系统特征三维度，即主动控制、双向传播、同步性运用于“在线零售商—在线顾客”互动情境中，并首次将顾客体验从传统的感官体验、情感体验拓展到信任体验，甚至是购后体验与在线评论体验五个维度；三是尝试将在线顾客满意与在线转换惰性作为双中介变量，探索双因素理论在消费者购物行为中的适用性。 最后，依据结论提出了提升网络商店在线顾客忠诚的具体举措，对本研究的理论价值、研究不足进行了讨论，并对未来研究进行了展望。
英文摘要：	The rapid development of internet technology has brought about the change of both business and customer's online shopping behavior. By in-depth investigation on self-shopping experience, analysis on online customer’s shopping behavior, in-depth interviews, this research found that more and more customers tend to repeat patronage for a singular web store, positive evaluation and recommendation, namely online customer loyalty. This phenomenon of online customer loyalty has attracted the attention of the research. The main difference of internet and other media is its interactivity, from the perspectives of integrated marketing communications from online retailers to online customers, its ultimate management target is customer experience. Based on the perspective of integrated marketing communications, combining the theory of customer shopping process and contact points, cognition-affection-behavior theory and the planned behavior theory, this study constructed a research model of the positive effects of the perceived interactivity, customer experience on the online customer loyalty, through the mediation effect of both online customer satisfaction and online conversion inertia. Through a systematic literature review, this research found that shortcomings of existed literature are as follows: firstly, the customer loyalty especially online customer loyalty research focus on the loyalty to the web site, this study focused on online customers’ loyalty towards a singular web store; Secondly, the discussion of online customer loyalty has confined to specific elements, such as logistics ability, service quality, price gains, including the potential impact of interactivity and brand experience on online customer loyalty, but no research starting from the perspective of contact points of the whole shopping process to explore the comprehensive influencing factors of customer loyalty, lack of systematic and comprehensive research conclusions; Thirdly, even if focused on the interactivity and the role of the customer experience, no agreement has reached about the specific dimensions and measurements, the definition and also dimensions of the interactivity and customer experience varies greatly in different research. Thirdly, paid attention to the interactivity and customer experience as result variables, but paid little attention to its role as the antecedents to customer loyalty, even few attentions have been paid to the mechanism. To a certain extent, this study makes up for and extends the existed research. The study established a model exploring the effect of perceived interactivity and customer experience on the online customer loyalty, through the mediation of both online customer satisfaction and online conversion inertia. In order to further confirm the effectiveness of the dimensions of perceived interactivity and customer experience, and also to test the applicability of the model, this study firstly carried out a qualitative analysis of interview before using empirical analysis of questionnaire, qualitative analysis confirmed the dimensions of perceived interactivity, customer experience and also the practical applicability of the model. Then, this study used questionnaire method to analyze the research model. To make sure the reliability and validity of the scale, before the formal research, this study has carried out a preliminary investigation to test the reliability and validity of the scale, and established the final survey questionnaire. Finally, through the investigation of 482 online customers, the thesis uses the structural equation model and the bootstrap method to test the proposed research hypotheses and the conclusions are as follows: First of all, different from traditionally the web site interactivity, adopting a narrow point of view of interactivity, this research focuses on “online retailer-online customer” interactivity, emphasizes the perception of the interactivity of the online customers, called perceived interactivity, which has been divided into three dimensions, active control, two-way communication and synchronicity; Based on the existing views, the concept and dimension of customer experience are explored, from the traditionally sensory experience and emotional experience to the five dimensions of trust experience, post-purchase experience and online review experience. Secondly, in terms of each dimension of the perceived interactivity, the assumptions that active control has a positive effect on the online conversion inertia, and then through the mediation of online conversion inertia has a positive effect on the online customer loyalty have not been empirically support. The final conclusions are: active control has a positive effect on online customer loyalty through the mediations of the online customer satisfaction and online customer satisfaction→online conversion inertia. Two-way communication and synchronization have positive effects on the online customer loyalty through the mediation effects of the online customer satisfaction, online conversion inertia and online customer satisfaction→online conversion inertia. The mediation role of the online customer satisfaction and conversion inertia are not significantly different. Thirdly, as far as customer experience is concerned, the assumption that sensory experience and trust experience have positive effects on online customer loyalty through the mediation of the online conversion inertia are not empirically tested. The final conclusions are: The sensory experience and trust experience have positive effects on the online customer loyalty through the mediations of the online customer satisfaction and online customer satisfaction→online conversion inertia. Emotional experience, post-purchasing experience and online reviews experience are all through the mediations of online customer satisfaction, online conversion inertia, online customer satisfaction→online conversion inertia have positive effects on online customer loyalty. The mediation role of the online customer satisfaction and conversion inertia are not significantly different. The creativity and contribution of this study are mainly reflected in: first, from the theoretical perspective of integrated marketing communications, established a model of the mechanism of perceived interactivity and customer experience (covers all-round contact points of entire shopping journey) on online customer loyalty, through the mediation of both online customer satisfaction and online conversion inertia; Second, in online situation, to apply the three dimensions of active control, two-way communication and synchronicity of the web site to “online retailor-online customer” interactivity scenarios, and will be the first to try to explore the five dimensions of the customer experience from the traditionally sensory experience, emotional experience to trust experience and even post-purchasing experience and online review experience; Third, try to explore the applicability of the two-factor theory in online consumer’s shopping behavior, with online customer satisfaction and online conversion inertia as mediation. Finally, based on the conclusion, this study puts forward specific measures to improve online customer loyalty of the web stores, discusses the theoretical value and deficiency of this research, and looks into the future research.
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