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论文编号：	11661
作者编号：	2120182962
上传时间：	2020/6/19 16:41:43
中文题目：	B2C电子商务平台顾客粘性及其影响因素研究
英文题目：	Research on Customer Stickiness and Influencing Factors of B2C E-commerce Platform
指导老师：	焦媛媛
中文关键字：	B2C电子商务平台；SOR模型；顾客粘性；使用与满足；心流体验
英文关键字：	B2C e-commerce platform; SOR model; customer stickiness; U&G; flow
中文摘要：	互联网这只巨大的幕后推手将我们带入了一个混杂消费的时代，顾客忠诚度正在下降，市场变得愈加碎片化。国内电商平台的竞争已迈入流量获取、流量变现、流量留存“三步走”战略的第三步——顾客保留的关键决胜阶段。但在激烈的同质化竞争背景下，顾客的转换成本和搜寻成本史无前例的降低，很多顾客对购物平台的使用仅是一次性、暂时的，缺乏持续参与的动力。从顾客的角度出发，在面临多平台的选择时，他们与平台的关系有何特点？究竟是何种因素驱使顾客青睐于“粘住”某一平台？这些因素又是如何影响二者之间的关系，帮助平台将顾客“粘住”的？这些问题也是理论界与实践界亟待解决的问题。 首先，通过对“粘性”的国内外相关文献进行系统梳理，本文认为在电商行业同质化竞争激烈的背景下使用“顾客粘性”这一概念来描述顾客与平台之间的关系更为恰当，并将其与“顾客忠诚”的概念内涵和外延进行了辨析；其次，通过深度访谈提炼出顾客粘性的8个影响因素；最后，基于SOR理论并结合使用与满足理论和心流理论，从满足寻求和过程体验两个方面探讨上述刺激因素对顾客粘性的影响作用。实证分析结果表明，B2C电商平台的功能便利性、平台型电商声誉和远程感知对购买粘性有正向影响，平台型电商声誉、个性化推荐、远程感知、游戏化互动和KOL推荐对访问粘性有正向影响。 本文的主要贡献在于：（1）本研究提出了电商平台环境下“顾客粘性”的概念内涵以及测量量表，通过概念解构发现其包含“访问粘性”与“购买粘性”两个维度；（2）基于SOR理论揭示出顾客粘性的形成机制，即在运用探索性研究发现顾客粘性8个刺激因素（S）的基础之上，以使用与满足理论、心流理论为基础探讨机体（O）的心理过程，并揭示了其对顾客粘性（R）的影响作用；（3）发现电商平台获取“顾客粘性”不再简单地以与其他平台的“竞争”逻辑为导向，而是更加强调平台与商家的“协同”逻辑，共同打造出优质的平台型电商声誉；（4）B2C电商平台“KOL推荐”对顾客粘性的影响并不完全遵循“整合营销传播”理论，即平台与商家通过多种渠道进行的“KOL推荐”仅会影响顾客访问粘性而无法影响顾客购买粘性。
英文摘要：	The Internet has brought us into an era of mixed consumption. Customer loyalty is declining and the market is becoming more fragmented. For many domestic shopping platforms, the "three-step" strategy of acquiring traffic, realizing traffic, and retaining traffic have entered the third step -- the key decisive stage of customer retention. While, in the context of fierce and homogeneous competition, the conversion costs of customers have been reduced unprecedentedly. Many customers' access to and use of the shopping platform is only one-time, temporary, and lack of motivation for continuous participation. From the perspective of customers, what are the characteristics of their relationship with the platform in the face of multi-platform choice? What drives customers to "stick" to a platform? How do these factors affect the relationship between them and further help the platform "stick" customers? These problems are also the key problems to be solved in theory and practice. First, through a systematic review of the relevant domestic and foreign literature on "Stickiness", this thesis argues that it is more appropriate to use the concept of "customer stickiness" to describe the relationship between customers and platforms in the context of fierce homogenized competition in the e-commerce industry, and we distinguish it from the concept connotation and extension of "customer loyalty". Second, through in-depth interviews, we find eight influencing factors of customer stickiness. And finally, based on SOR theory, we combine the U&G and Flow theory, and we try to explain the impact process of the above stimulus on customer stickiness from two perspectives of " gratification seeking" and "process experiencing". The empirical analysis results show that the functional convenience of the B2C e-commerce platform, e-commerce platform reputation and telepresence have a positive impact on purchase stickiness; e-commerce platform reputation, personalized recommendation, telepresence, game interaction and KOL recommendation have a positive impact on access stickiness. The main contributions of this thesis are as follows: (1) We clarify the concept of "customer stickiness", and further develop the corresponding measurement scale. We find that "customer stickiness" contains two dimensions of "access stickiness" and "purchase stickiness". (2) Based on the SOR theory, we reveal the formation mechanism of customer stickiness. That is, on the basis of 8 stimulating factors (S) of customer stickiness discovered by exploratory research, we explore the psychological process of organism (O) based on the theory of U&G and Flow theory, then reveal their influence on customer stickiness (R). (3) We find that the e-commerce platform's acquisition of "customer stickiness" is no longer simply guided by the logic of "competition" but more emphasis on the logic of "synergy", which indicates that the platform and merchants should work together to build high-quality e-commerce platform reputation. (4) The impact of the B2C e-commerce platform "KOL recommendation" on customer stickiness does not follow the "IMC" theory completely, which indicates that "KOL recommendation" conducted by the platform and merchants through multiple channels only promote access stickiness but not affect the customer's purchase stickiness.
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