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论文编号：	11671
作者编号：	2120182957
上传时间：	2020/6/19 16:51:42
中文题目：	整合营销传播对大型电商网站顾客重购意愿影响研究
英文题目：	Research on the Impact of Integrated Marketing Communications on Customers'' Willingness to Repurchase in Large E-commerce Websites
指导老师：	申光龍
中文关键字：	大型电商网站；电商平台；整合营销传播；关系质量；顾客重购意愿
英文关键字：	Large E-commerce Websites; E-commerce Platforms; Integrated Marketing Communications; Relationship Quality; Customer Repurchase Willingness;
中文摘要：	在当今竞争越来越激烈的在线购物行业中，相比于不断创造新的客户，留住老客户，提高老客户粘性与重购意愿对于电商长期的发展显得更为重要。同时，随着新媒体与信息技术的发展，电商平台拥有更多可选择的传播渠道将自身的信息与更多的消费者沟通，整合营销传播这一更适应互联网时代下的营销手段和经营战略得到越来越多的学界与实业界的关注。虽然学术界对于整合营销传播的研究自上世纪80年代就已经开始，但是互联网时代下的整合营销传播的实施及其作用仍是一个有待丰富的研究领域。本研究基于整合营销传播的内涵以及电商平台顾客重购意愿的影响因素的研究与观察，提出了整合营销传播可能通过影响电商平台与顾客之间的关系质量进而影响顾客的重购意愿的构念。 本研究基于顾客视角，分析了整合营销传播、关系质量下各维度及顾客重购意愿之间的关系。通过对以往文献的回顾以及构建模型和设计量表，最终进行实证检验，本研究做出如下结论：1.整合营销传播对关系质量下的顾客满意、顾客信任均具有显著的正向影响，而对顾客承诺则影响不显著；2.关系质量下三个维度都对顾客重购意愿具有显著的正向影响。在检验关系质量的各个维度变量的中介效应中，顾客满意与顾客承诺均单独中介了整合营销传播与顾客重购意愿，而顾客承诺则无法单独通过检验。并且，顾客满意、顾客信任与顾客承诺所涉及的多中介变量的路径都被数据验证中介了整合营销传播与顾客重购意愿之间的关系；3.顾客满意对顾客信任有显著的正向影响，顾客信任对顾客承诺也具有显著的正向影响。 在研究结论部分，本研究对实证结果与结论展开了更进一步的讨论，并向电商平台的管理者提出建议，分别为在内部建立适应整合营销传播的组织运作体系 、 扩展自身的营销手段以及对服务失败进行及时补救。在文章的最后指出了研究过程中存在的研究不足并且对未来研究方向进行了展望。
英文摘要：	In today's increasingly competitive online shopping industry, it is more important for the long-term development of e-commerce to retain old customers, increase the stickiness of old customers and the willingness to repurchase than to constantly create new customers. At the same time, with the development of new media and information technology, e-commerce platforms have more alternative communication channels to communicate their information with more consumers, and integrate marketing and communication, a marketing method and operation more suitable for the Internet era. The strategy has attracted more and more academic and practical attention. Although the research on integrated marketing communication has been started in the academic circles since the 1980s, the implementation and role of integrated marketing communication in the Internet era is still a rich research area. Based on the research and observation of the connotation of integrated marketing communication and the influencing factors of customers' repurchase willingness on the e-commerce platform, this study proposes that integrated marketing communication may affect the repurchase willingness of customers by affecting the quality of the relationship between the e-commerce platform and customers Construct. Based on the perspective of customers, this study analyzes the relationship between the dimensions of integrated marketing communications, relationship quality, and customer repurchase willingness. By reviewing the previous literature and constructing models and design scales, and finally conducting an empirical test, this study draws the following conclusions: 1. Integrated marketing communication has a significant positive impact on customer satisfaction and customer trust under relationship quality, and The impact on customer commitment is not significant; 2. The three dimensions of relationship quality have a significant positive impact on customer repurchase willingness. In testing the mediation effect of each dimension variable of relationship quality, customer satisfaction and customer commitment both mediate integrated marketing communication and customer repurchase willingness, but customer commitment cannot pass the test alone. Moreover, the paths of multiple intermediary variables involved in customer satisfaction, customer trust, and customer commitment are all verified by data to verify the relationship between integrated marketing communications and customer repurchase willingness; 3. Customer satisfaction has a significant positive impact on customer trust Customer trust also has a significant positive impact on customer commitment. In the research conclusion section, this study further discusses the empirical results and conclusions, and makes recommendations to the managers of the e-commerce platform. It is recommended to establish an internal operation system that is suitable for integrated marketing communication, expand its own marketing methods, and Service failures are remedied in a timely manner. Finally, this research points out the research deficiencies in the research process and looks forward to the future research directions.
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