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论文编号：	7643
作者编号：	1120094020
上传时间：	2015/6/26 17:22:24
中文题目：	动态关系情境下客户感知风险与感知利益对其购买行为的影响机制研究
英文题目：	In the Context of Dynamic Relationship, Reseach on the Customer Perceived Risk and Perceived Benefit on their Purchase Behavior: Based on Life Insurance Industry Customer Data Analysis
指导老师：	许晖
中文关键字：	动态关系；感知风险；感知利益；感知价值；关系质量；购买行为
英文关键字：	Dynamic Relationship; Perceived Risk; Perceived Benefits; Perceived Value; Relationship Quality; Buying Behavior
中文摘要：	尽管研究者和实践者都认为企业与顾客间的关系，受环境等因素的影响，但鲜有研究探讨动态关系下营销策略的变动和影响因素对顾客购买行为的影响机制。由于感知风险和感知利益对顾客的感知价值具有重要的影响，而三者又对顾客的购买行为产生重要的影响。同时，关系质量在其中也是重要的调节因素，而这些因素均受双方关系的影响，这可能会对消费者的购买行为产生重要的影响。因此，本研究通过长期的跟踪调研，探讨动态关系情境下，顾客感知因素、关系质量对客户购买行为的影响机制，以期拓展现有关系营销领域的相关研究。本研究的主要问题有：（1）探讨企业与客户关系动态变化情境下，客户感知价值对其购买行为的影响机制的变动；（2）探讨不同关系阶段，客户的感知风险和感知利益对其购买行为的影响机制；（3）探讨不同关系阶段，企业与客户间的关系质量在客户感知价值和感知利益在其购买行为间的作用。通过案例探析与两次问卷数据调研，本研究发现：（1）客户感知风险对其感知价值产生显着负向的影响作用；（2）客户感知利益对其感知价值产生显着正向的影响作用；（3）客户感知价值对其购买行为产生显着正向的影响作用，在动态关系情境下，无论是在初次购买阶段，还是在再次购买阶段，客户的感知价值均对其购买行为产生正向显着的影响作用；（4）关系质量对客户感知因素及购买行为间的作用会发生动态变化，在动态关系情境下，在初次购买阶段，销售人员与客户的关系质量主要起到调节作用；在再次购买阶段，销售人员与客户的关系质量主要起到直接或间接的影响作用；（5）客户过往的购买经历对其再次购买行为产生重要的影响，在再次购买阶段，客户过往良好的购买经历能够显着正向影响其与销售人员的关系质量，而销售人员与客户间的关系质量能够直接负向影响客户的感知风险，并且销售人员与客户间的关系质量能够直接正向影响客户的感知利益。
英文摘要：	Although researchers and practitioners agree that the relationship between enterprises and customers, is affected by environmental factors such as, but there is little research under the dynamic relationship between changes in the marketing strategy and the influencing factors of influence on customers buying behavior mechanism.Because of the perceived risk and perceived benefit has important effects on customer perceived value, and three important influence on customers' purchasing behavior.At the same time, the regulation of relationship quality in it is also one important factors, and these factors are influenced by the relationship, this could have important influence on consumers' purchase behavior.Therefore, through the long-term tracing investigation, this study explore the dynamic situation, customer perception factor, the mechanism of the influence of relationship quality on customer purchasing behavior, in order to expand the existing related research in the field of relationship marketing.Main problem of this study are: （1） to investigate the situation on the dynamic change of enterprise and customer relationship, customer perceived value on its purchase behavior mechanism changes; （2） to investigate the relationship between different phases, the customer's perceived risk and perceived benefit on its purchase behavior mechanism; （3） to investigate the relationship between different phases, the quality of the relationship between businesses and their customers in the customer perceived value and perceived role between the interests in their purchasing behavior. Twice through case analysis and questionnaire survey data, this study found that: （1） customer perceived risk to its perceived value have a significant negative impact; （2） customer perceived benefits significantly positive impact on the perceived value; （3） the customer perceived value significantly positive influence on their buying behavior, in dynamic situation, whether in the initial purchase stage, or in the purchase stage again, customer perceived value were positive significant influence on their buying behavior; （4） the relationship quality on customer perception factors and the role of purchasing behavior between dynamic changes will happen, in dynamic situation, buy in initial stage, the relationship between the customers and the sales staff quality mainly play a regulatory role;At once again to buy stage, the relationship between the customers and the sales staff quality mainly play a role, directly or indirectly influence; （5） the customer's past purchase experience important influence on their buying behavior again, again to buy stage, past the good customer purchase experience can significantly positive influence on its relationship with the sales staff quality, and quality of the relationship between sales staff and customers can directly negative influence customer perceived risk, and the relationship between sales staff and customer quality can directly positive influence on customer perception of the benefits.
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