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论文编号：	12483
作者编号：	2120192827
上传时间：	2021/6/12 22:52:26
中文题目：	交易型平台企业的整合营销传播一致性对顾客购买行为的影响研究
英文题目：	Research on the Influence of Integrated Marketing Communications Consistency on Customer Purchase Behavior of Transaction Platform Enterprises
指导老师：	申光龍
中文关键字：	整合营销传播；顾客关系质量；转换惰性；顾客购买行为
英文关键字：	Integrated Marketing Communications; Customer Relationship Quality; Switching Inertia；Customers'''' Recommended Purchase Behavior
中文摘要：	随着网络技术的迅猛发展，商业领域开启了顾客网购行为的变革。通过对 顾客购买行为的深入剖析，发现越来越多的顾客倾向于对特定交易型平台企业 重复光顾、积极推荐，即特定的顾客购买行为。这一现象引起了本研究的关注。 网络作为最大的社交场地，发挥着促进企业与顾客积极沟通交流的重要作 用。以顾客视角出发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。以整合营销传播角度为立场，将 S-O-R 理论和计划行为理论作为理 论基础，本研究构建了整合营销传播一致性体验通过顾客关系质量、转换惰性 的中介作用正向影响顾客积极购买行为的研究模型。 通过文献回顾发现，已有研究存在如下不足：首先，对于顾客购买行为多 关注于顾客的实际购买行为，缺乏顾客的重复购买和推荐他人购买行为研究； 其次，顾客关系质量、转换惰性对整合营销传播一致性对顾客购买行为之间的 关系尚未做出完整的研究。其三，对于整合营销传播与顾客相关内容的研究仍 然存在不足。针对不足，本研究按照以下步骤进行：本研究首先对相关变量的 文献以及理论进行了回顾，在分析总结的基础上，构建了整合营销传播一致性 通过顾客关系质量与转换惰性的中介作用影响顾客购买行为的研究模型，提出 了研究假设。其次，在调研正式开展之前进行预调研，检验信效度，完善正式 问卷。最后，收集问卷数据通过结构模型和 bootstrap 分析方法进行假设检验。 研究结论为：整合营销传播一致性正向影响顾客信任、满意以及转换惰性； 顾客信任、满意以及转换惰性正向影响重复购买和对外推荐行为；整合营销传 播一致性正向影响顾客重复购买和对外推荐行为；顾客信任、满意以及转换惰 性中介了整合营销传播一致性与顾客重复购买和对外推荐行为之间的关系；顾 客信任正向影响顾客满意，顾客满意正向影响转换惰性。最后，依据结论进行 讨论并提出了实线启示，提出研究局限以及未来研究展望。
英文摘要：	With the rapid development of network technology, the commercial field has begun the transformation of customers' online shopping behavior. Through the deep analysis of customers' purchasing behavior, it is found that more and more customers are inclined to repeat and actively recommend to specific transactional platform enterprises, that is, specific customers' purchasing behavior. This phenomenon has aroused the attention of this study. As the largest social networking site, the network plays an important role in promoting the positive communication between enterprises and customers. According to the view of IMC from the perspective of customers, the ultimate goal of IMC is customer experience. Based on the theory of S-O-R and the theory of planned behavior, this study constructed a research model of the positive impact of concordant experience on customers' active purchasing behavior through the mediating effects of customer relationship quality and switching inertia. Through literature review, it is found that the existing researches have the following shortcomings: firstly, they pay more attention to the actual purchase behavior of customers, and lack of researches on customers' repeated purchase and recommending others to purchase; Secondly, the relationship between the customer relationship quality, switching inertia and the consistency of integrated marketing communication on customer buying behavior has not been fully studied. Third, research on IMC and customer-related content is still inadequate. In view of the deficiencies, this research is carried out according to the following steps. Firstly, this study reviews the literature and theories on relevant variables. On the basis of analysis and summary, it constructs a research model of the effect of IMC consistency on customers' purchasing behavior through the mediating effect of customer relationship quality and switching inertia, and puts forward the research hypothesis. Secondly, pre-survey was conducted before the survey was officially carried out to test the reliability and validity and improve the formal questionnaire. Finally, the Abstract III questionnaire data were collected for hypothesis testing through structural model and Bootstrap analysis method. The conclusions are as follows: Consistency of IMC positively affects customer trust, satisfaction and switching inertia; Customer trust, satisfaction and switching inertia have positive effects on repeat purchase and external recommendation behavior. Consistency of IMC positively affects repeat purchase and external recommendation behavior of customers. Customer trust, satisfaction and switching inertia mediate the relationship between IMC consistency and customers' repeated purchase and external recommendation behavior. Customer trust positively affects customer satisfaction, and customer satisfaction positively affects switching inertia. Finally, based on the conclusions of the discussion and put forward the solid line enlightenment, research limitations and future research prospects.
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