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论文编号：	4301
作者编号：	2120102267
上传时间：	2012/6/6 21:06:45
中文题目：	网络购物情境下顾客忠诚度影响因素研究
英文题目：	Research on The influence factor of consumer loyalty under the background of online shopping
指导老师：	吴晓云
中文关键字：	网络购物;服务质量;顾客满意;顾客忠诚
英文关键字：	online shopping; service quality; consumer satisfaction;consumer loyalty
中文摘要：	随着网络购物的兴起和发展，网络购物中，购物网站、网站商家之间的竞争也越来越激烈，如何能够在激烈的竞争中，更好的吸引顾客，达到顾客的预期期望，以满足顾客的购物需求，最终达到顾客忠诚，是每一个购物网站、网站商家都需要面临的问题，而如何通过提高网络购物中的服务质量以及顾客满意，从而提高网站的顾客忠诚度也成为学者们越来越关心的问题。从理论角度来看，虽然近年来对于顾客忠诚度影响因素的研究非常多，但是很少有学者会针对网络购物的情境，对顾客忠诚度影响因素进行深入研究。 本研究的研究对象是网络购物情境下，各购物网站或网站商家的顾客忠诚度影响因素研究。本文的研究是基于网络购物的环境下，通过探讨服务质量、顾客满意与顾客忠诚三者之间的相互关系，来对顾客忠诚度的影响因素进行分析。本文采用实证分析的方法，通过“问卷星”实现调查问卷的设计、发放以及回收，对回收数据采用实证分析的方法，运用SPSS19.0进行描述性统计分析、信度与效度分析以及相关与回归分析，最终得出本研究的研究结论。 通过研究发现，在网络购物环境下，顾客忠诚度的影响因素与在传统购物情境下有所不同，服务质量中四个维度只有两个维度可靠性与移情性与顾客忠诚有着显著的正相关关系，而服务质量的四个维度对顾客满意都有着显著的正相关关系，同时顾客满意对顾客忠诚有显著的正相关关系。所以，各购物网站或网站商家可以通过改善服务质量四个维度的以及顾客满意来提高整体的顾客忠诚度。
英文摘要：	With the rise and development of the online shopping, the competition between shopping sites, stores is more and more intense. It’s very important to know how to win in this competition. We should find ways to attract customers, achieve customer expectation, meet the customer's shopping demand, and finally reach the customer loyalty. More and more scholars research how to raise the service quality of online shopping and customer satisfaction, and to improve customer loyalty. From the theoretical perspective, although many scholars have researched influence factors of the customer loyalty, there are few scholars who researched the influence factors of customer loyalty in view of the network shopping situation. The object of this study is to research the influence factor of customer loyalty under the background of online shopping situation. Based on the discussion of the relationship among service quality, customer satisfaction and loyalty in the environment of the network shopping, we researched the influence factor of customer loyalty. We designed, extended and recovered the questionnaire through the questionnaire survey star. We use the empirical analysis method, and then we use SPSS19.0 to analysis the data of recovery by descriptive statistical analysis, reliability analysis, validity analysis, correlation analysis and regression analysis, eventually got the study concluded. Through the research we found that, in the network shopping situation, the influence factors of customer loyalty and traditional shopping are very different. Only two dimensions of the service quality called reliability and empathy has significantly positive correlation to consumer loyalty, and the four dimensions of service quality has significantly positive correlation on customer satisfaction, and customer satisfaction has significantly positive correlation to the customer loyalty. So, each shopping websites or web merchants can improve the service quality of the four dimensions and customer satisfaction to improve overall customer loyalty.
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