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论文编号：	11753
作者编号：	2120182979
上传时间：	2020/6/20 13:54:54
中文题目：	在线知识付费服务质量与顾客忠诚度的影响关系研究——以顾客满意为中介
英文题目：	Research on the Relationship between Online Knowledge Payment Service Quality and Customer Loyalty —— Taking Customer Satisfaction as the Mediating Variable
指导老师：	杨坤
中文关键字：	知识付费；服务质量；顾客忠诚；顾客满意；SERVQUAL模型
英文关键字：	Knowledge Payment; Service Quality; Customer Loyalty; Customer Satisfaction; SERVQUAL Model
中文摘要：	互联网经济不断蓬勃发展推动着在线数字产品交易规模的壮大。伴随着消费结构的升级、分享经济的提出、消费者市场上内容付费习惯的养成以及移动支付的普及等成因，知识付费平台如知乎、分答等平台迅速兴起，且其用户数量与日俱增，市场潜力不容小觑。所谓知识付费是指在互联网被海量信息充斥的背景下，用户为了满足跨场景高专业度的自我发展需要从而在平台上购买信息内容和服务的一种互联网经济模式。然而目前的知识付费行业却面临着用户黏性不高且复购率低的瓶颈，这就使得顾客忠诚的高价值在竞争中得以凸显。因此，从企业提升服务质量角度看，能够有效识别影响顾客忠诚的知识付费服务质量因素是企业的核心课题。而现有知识付费相关研究角度不一，从消费者视角出发的研究多集中在用户知识付费行为的意愿动机、影响因素等方面，缺乏对知识付费服务质量的评价以及其与顾客忠诚影响关系的研究。 本研究从服务质量角度入手来探究影响顾客忠诚的因素，试图在丰富知识付费研究成果的同时，也能结合成熟量表赋予知识付费与时俱进的服务质量新内涵。本研究将服务质量经典量表SERVQUAL模型引入知识付费行业，试图建立起以在线知识付费服务质量为自变量，顾客忠诚度为因变量，顾客满意为中介变量的影响机制理论模型。研究通过实证分析证明了在线知识付费服务质量的响应性、保证性能够正向显著影响顾客忠诚；而可靠性、移情性以及保证性能够正向影响顾客满意。顾客满意在服务质量对顾客忠诚影响关系之间起到中介作用。本研究还提出了针对性的对策建议，以期促进在线知识付费服务提供方优化服务质量，增强用户黏性，进而推动行业整体良性发展。本文的创新之处在于：其一，将在线知识付费服务质量引入服务营销领域，丰富了现有对于知识付费文献研究的不足，对于研究内容和研究对象进行了创新。其二，结合成熟量表创新性地解读了在线知识付费服务质量的内涵，从一定程度上丰富了现有知识付费的服务质量含义。
英文摘要：	The booming internet economy is driving the growth of online digital product transactions. With the upgrading of the consumption structure, the promotion of the sharing economy, the development of content payment habits in the consumer market, and the popularity of mobile payment, a number of knowledge payment service platforms such as Zhihu, Fractional Answering, Get, and In-service have been implemented. The so-called knowledge payment is an internet economic model which provides users with fragmented specialized knowledge content services in the form of payment in the context of information explosion, thereby helping users to alleviate the "knowledge anxiety". With the capital investment, new knowledge payment products and new platforms are constantly emerging, while the quality and characteristics of services are also different, which has led to more intense competition in the knowledge payment industry. However, the current knowledge payment industry is facing the bottleneck of low user stickiness and low repurchase rate, which makes the high value of customer loyalty prominent in the competition. In the context of sufficient internet service information, people are more efficient at identifying good or bad goods, so the quality of service is becoming the most direct and primary judgment standard for consumers. Therefore, from the perspective of improving the service quality of an enterprise, it is a core issue for an enterprise to be able to effectively identify the knowledge payment service quality factors that affect customer loyalty. while there is a lack of research on the evaluation of knowledge payment service quality and its influence on customer loyalty. Therefore, the theoretical significance of this research is that while enriching the research of knowledge payment in the field of service marketing, it can also combine the maturity scale to give the knowledge payment a new connotation of service quality that advances with the times. The practical significance lies in the fact that online knowledge payment companies can find ways to improve service quality and user stickiness through the conclusions of this study, thereby promoting the healthy development of the entire industry. The favorable development environment of the industry will in turn promote users to share and learn on higher-quality platforms, which will positively affect the prosperity of the cultural industry. This research constructs a model to explore the relationship among online knowledge paid service quality, customer loyalty and customer satisfaction and forward hypotheses from theoretical research by combing the literature, and conducts empirical research with SPSS20.0 to verify hypotheses and then modify the model. Based on the data collected from 369 questionnaires formally collected, this research conducted a correlation analysis and regression analysis, which concluded that the responsiveness and assurance of the quality of online knowledge payment services can significantly affect customer loyalty, and reliability, empathy, and assurance can positively impact customer satisfaction. Customer satisfaction plays a mediating role in the relationship between service quality and customer loyalty. Based on the above analysis, the measures proposed in this research are to promote the generation of high-quality content, improve the customer service rights protection mechanism, provide personalized value-added services, and so on. There are some innovations in this research. First, the quality of online knowledge payment services is introduced into the field of service marketing, which enriches the existing deficiencies in knowledge payment literature research, and it innovates the research content and research objects. Secondly, it interprets the connotation of online knowledge payment service quality in an innovative way based on the mature scale, which enriches the existing service quality meaning of knowledge payment.
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