联系我们

论文查询结果	返回搜索

论文编号：	11667
作者编号：	2120182983
上传时间：	2020/6/19 16:47:49
中文题目：	互联网服务创新对顾客忠诚的影响研究
英文题目：	Research on the Impact of Internet Service Innovation on Customer Loyalty
指导老师：	许晖
中文关键字：	平台服务创新；顾客欣喜；顾客忠诚；直播电商
英文关键字：	service innovation; customer delight; customer loyalty; E-commerce live streaming
中文摘要：	随着服务经济的发展和互联网信息技术的普及，平台服务创新已经成为社会产业升级和互联网企业提升市场竞争力的必然要求。于此同时，以直播电商为代表的平台服务创新模式兴起，取得了令人瞩目的商业成绩，逐渐引起了学术界的关注。另一方面，通过顾客欣喜视角研究顾客忠诚因素成为营销学研究的新方向。在此背景下，研究平台服务创新、顾客欣喜以及顾客忠诚三者之间的关系具有较高的理论和实践价值。 本文在梳理平台服务创新、顾客欣喜、顾客忠诚等相关研究文献基础上，构建了直播电商情境下平台服务创新对顾客忠诚的影响机制模型，并提出顾客欣喜在平台服务创新和顾客忠诚之间起到中介作用，转换成本在平台服务创新和顾客欣喜之间起到调节作用。本研究采用问卷调研法，通过线上问卷的方式和严谨的数据筛选获取有效数据，并通过实证方法对假设进行逐一检验。检验结果表明：在直播电商情境下，平台服务创新对顾客欣喜和顾客忠诚均有正向影响；顾客欣喜在平台服务创新和顾客忠诚之间发挥部分中介作用；转换成本在顾客欣喜和顾客忠诚之间发挥负向调节作用。 本研究以直播电商为例，以互联网服务创新为自变量，顾客忠诚为因变量，顾客欣喜为中介变量，顾客转换成本为调节变量，顾客使用作为控制变量，构建了平台服务创新对顾客忠诚影响机制模型，并创造性地将顾客欣喜引入平台服务创新研究当中，填补平台服务创新研究领域空白的同时，也丰富了顾客欣喜的内涵。此外，本研究还从提升平台服务创新能力、管理顾客预期、降低顾客转换成本三个方面为平台型企业提供营销建议，对企业通过平台服务创新提升顾客忠诚具有营销指导意义。最后，作者对本研究存在的局限和潜在的研究方向进行阐述，希望对今后其他学者进行平台服务创新研究提供方向指导。
英文摘要：	With the development of the service economy and the spread of Internet information technology, service innovation in traditional industries has become an inevitable requirement for the upgrading of social industries and the enhancement of market competitiveness of enterprises. At the same time, the platform service innovation model represented by live e-commerce has emerged and has achieved remarkable business results, which has gradually attracted the attention of academic circles. On the other hand, researching customer loyalty factors from the perspective of customer delight has become a new direction of marketing research. In this context, research on the relationship between service innovation, customer delight, and customer loyalty has theoretical and practical value. Based on the research literature on service innovation, customer delight, and customer loyalty, this paper constructs a model of the effect of service innovation on customer loyalty in the context of live e-commerce, and proposes that customer delight acts as an intermediary between service innovation and customer loyalty. Role, conversion costs play a moderating role between service innovation and customer delight, and product types play a moderating role between service innovation and customer loyalty. The questionnaire survey method is used to analyze the data and hypothesis tests on the collected valid samples. The test results show that: in the live e-commerce scenario, service innovation has a positive impact on customer delight and customer loyalty; customer delight in service innovation It plays a part of intermediary role with customer loyalty; conversion cost plays a moderating role between customer delight and customer loyalty. This study uses live e-commerce as the research scenario, builds a model of the mechanism of service innovation's impact on customer loyalty, and creatively introduces customer delight into service innovation research. While filling the gap in the field, it also enriches the content of customer delight. In addition, this study also provides marketing advice to platform-based enterprises from three aspects: improving service innovation capabilities, managing customer expectations, and reducing customer conversion costs, which has marketing guidance significance for companies to improve customer loyalty through service innovation. Finally, the author explains the limitations and potential research directions of this research, hoping to provide direction guidance for other scholars to carry out service innovation research in the future.
查看全文：	预览  下载(下载需要进行登录)