b2c电子商务中网络顾客忠诚度的影响因素分析word格式论文.docxVIP

摘要20 世纪90 年代以来，电子商务行业空前发展，电子商务网站培育和维系顾客忠诚成为获取利润和竞争优势的关键因素，研究电子商务行业中顾客忠诚内涵与维护模型具有理论实践意义。本文在文献阅读的基础上，以B2C电子购书网站为具体的实证研究对象，以顾客忠诚为实证研究主题，对影响顾客忠诚的因素进行相应的分析，建立了顾客忠诚的影响驱动模型，通过进一步的实证研究，验证假设并修正了研究模型提出了有针对性的管理建议。通过实证分析，本文得出以下结论，在B2C电子商务环境下：（1）顾客满意对顾客信任和顾客忠诚都有着正向的影响，影响程度中等。（2）顾客信任对顾客满意和顾客忠诚都有着正向影响，且影响程度较大。（3）转换成本对顾客忠诚都有着正向影响，但是影响程度相对较小。最后提出了三点管理建议：（1）网站应注重提高顾客满意度，在提高顾客满意的措施上，可以从提高网站性能、给予消费者提供好的消费体验、对消费者进行情感投资这几方面出发。（2）增强顾客对网站的信任感。（3）利用转换成本来提高顾客忠诚。关键词：B2C电子购书网站顾客忠诚驱动因素实证研究AbstractSincethe1990s,e-businesshasbeendevelopingrapidlyandbecomethemajorPartoftheinternetfunction.customerloyaltywasevenmoreimportantfortheexistenceandgrowsofanyenterprises,itwasakeyassigntofosterandholdtheloyaltycustomer colonyforboostitscompetitionadvantage.Thethesisputsforwardquestionwhichthethesiswantstoresolveaftergeneralizingandanalyzingthestatusaboutthee-business marketdevelopmentinourcountry.Accordingtotherelevantliteratureandfieldsurveys, thethesisbringsforwardfactorsinfluencingcustomerloyaltyconsideringourpresentstatusofthee-businessmarketandestablishesthemodeloffactorsinfluencinge-business customerloyalty,sothatsomesuggestionscanbemadefore-businesscompaniesinour countrytokeepcustomerloyalty.Thethesismakesanempiricalresearchonfactorsinfluencingcustomerloyaltyof B2Ce-businesswebsitesandgetsconclusionsasfollowing:(1)Factorofcustomersatisfactionhaspositiveeffectsbothoncustomertrustandcustomerloyalty.(2)Factorof customertrusthaspositiveeffectsbothoncustomersatisfactionandcustomerloyalty. (3)Factorofswitchcosthaspositiveeffectsoncustomerloyalty.Finallyproposedthreemanagementsuggested:(1)Sitesshouldbefocusedonimprovingcustomersatisfaction.Inimprovingcustomersatisfaction,themeasurestoimproveperformance,thewebsitecan providegoodexperiencetoconsumersforconsumers,andemotionalaspectsof investment.(2)Enhancecustomertrustontheweb(3)Useconversioncosttoimprovecustomerloyalty.Key words:B2CelectronicbookstoreswebsiteCustomerloyaltyDrivingfactorsEmpiricalresearch独创性声明本人声明所呈交的学位论文是我个人在导师指导下进行的研究工作及取得的研究成果。尽我所知，除文中已经标明