影响网上书店消费者忠诚度之因素研究

上海交通大学硕士学位论文影响网上书店消费者忠诚度之因素研究姓名：孙巧楠申请学位级别：硕士专业：企业管理指导教师：李乃和20050118/THERESEARCHONTHEFACTORTOON-LINEBOOKSTORECONSUMERLOYALTYABSTRACTAlongwiththeE-Commercedevelopmentinnetworkinelectronics,on-lineshoppinghasbecomeakeypatternofincreasinglymaturebusinessmodel.Inseriouscompetitionhowtowintheapprovaloftheconsumer,establishtheloyaltyoftheconsumer,endrealizestokeeponpurchasing,isthesuccessfulfocalpointoftheelectroniccommerce/E-Commerce.Theresearchiswithregardstoon-linebookstoreastheterrace,beingtheresearchobjectwiththeconsumeroftheon-linebookstore,exploringthefactorsinfluencingonthebookstoreconsumerloyalty.Itinvolvedproductsatisfaction,servicequalitysatisfaction,thesatisfactionofthewhole,trustfulofaloyalty,attitudeloyaltyandbehaviorloyaltysixvariablesforchangingdeal,understandingtherelationamongproductsatisfaction,servicequalitysatisfaction,trustfulofaloyalty;therelationbetweensatisfactionandloyalty;andtherelationbetweenattitudeloyaltyandbehaviorloyalty.Theevidenceshows:Thewholesatisfactionisrelatedtotheproductsatisfaction,servicequalitysatisfaction,trustful.Thewholesatisfactionisrelatedtotheattitudeloyalty.Thetrustfulisnotheavilyrelatedtoattitudeloyalty.Andtheconsumerattitudeloyaltydoesnotshowstrongco-efficiencywithbehaviorloyalty,too.Accordingtorelevanttheoriesandactualreports,itsathetrustfuloftheconsumeristoaffectconsumerwholesatisfaction,thencanaffecttheconsumerattitudeloyalty;Thesecond,alsoisthemostcriteria,thereasonthataconsumeroftheon-linebookstorepresentsthehighattitudeloyalty,lowbehaviorloyalty,expressingprimarilyfor:poorcredibility,un-safetyandun-efficiency,thatishighcost,lowincreaseinvalue.Aimatthiscircumstance,increaseinvalueaccordingtotheelectroniccommercethemodelhelpconsumerreducethebargaincost,promotingthemerchandisevalue,Ontheonehand,on-linebookstoreshouldobeytheprinciplethatfollowtheexploitationbargaincostminimum.Reducehuntcost,riskcost,andwaitcost.Ontheotherhand,obeytheprinciplethatexploitationvaluemaximumwiththefeaturepromotionLikethis,thencanhelptheconsumercompletetostrideoverfromattitudeloyaltytothebehaviorloyalty,realizingtherealthemarketshareandextendstoincreaseinvaluewiththeprofits.KEYWORDS:on-linebookstore,satisfaction,loyalty,bargaincost,increasedvalue20051181B2CAmazon1720Google6350024c3Lutz1986123411Fig11Researchflowchart5anevaluationofanemotion6LatentconstructCFAConfirmatoryFactorAnalysisLISREL(LinearStructureRelationship)PLS(PartialLeast7Square)821Fig21Modelofon-lineconsumersatisfactionDavidM.SzymanskiandRichardT.Hise(2000).“E-satisfactionAnInitialExamination,”JournalofRetailing,76(3),309-322ConvenienceMerchandisingProductofferingProductSiteDesignFinancialSecurityE-satisfaction922Fig22Structureofconsumerloyalty1011121314151623Fig23Researchmodel1718PritchardHavitz&Howard(1999)19141431....xx21....hh...1741...ee21zz31Fig3-1SEMpathchart2021Fig41Genderchart42.6%57.4%femalemale2242Fig42AgechartAGE4136-4031-3526-3021-2516-2015Percent60504030201002343Fig43EducationchartEDUPercent5040302010024Fig44Occupationchart4.9%4.1%4.9%43.4%37.7%4.9%2545Fig45AveragemonthincomechartSALARY40003000-39992000-29991000-19991000Percent4030201002646Fig46Resultofmodelfitness0.550.800.871.53111130.640.610.61e22e231111.431.281e21210.6910.65e110.62e13e121111.261.21230.690.560.5110.57Z33Z321110.9823Z31111Z410.56Z43Z421110.881.06230.640.620.96112Z51Z520.320.020.364321Z62Z610.710.471.020.430.390.4911Z6351Z65Z6411.070.8290.6820.5490.4370.5740.6310.1350.06527FitMeasureNormHairetal1998Chi-squareN/adfN/aProbabilitylevelChi-square/dfGFIAGFI28293031323334353651Fig51Factorofconsumervalue3738Browse3940414243444546476.14812349[1]Hunt,H.Keith“ConceptualizationandMeasurementofConsumerSatisfactionandDissatisfaction”(1977),CambridgeMass:MarketingScienceInstitute[2]Oliver,RichardL“MeasurementandEvaluationofSatisfactionProcessinRetailSettings”(1981),JournalofRetailing,57(fall),25-48[3]Churchill,GilberAandCaralSuprenant“AninvestigationintothedeterminationofConsumerSatisfaction”(1982),JournalofMarketingResearch,19(November),491-504.[4]Cina,Craig“CreatinganEffectiveCustomerSatisfactionProgram”(1989),JournalofConsumerMarketing,v6(4),Fall31-40.[5]Gotlieb,JerryB,DhuryGrewalandStephenW.BrownConsumerSatisfactionandPerceivedQuality:ComplementaryorDivergentContract?(1994),,JournalofAppliedPsychology,79(6)875-885.[6]Szymanski,DavidM.andRichardT.Hise“E-Satisfaction:AnInitialExamination”(2000)JournalofRetailing,70(2)163-178[7]Griffin,J“CustomerLoyalty:HowtoEarnIt,HowtoKeepIt”(1997),LexingtonBook,NY[8]Oliver,RichardL“Satisfaction:ABehaviorPerspectiveontheConsumer”(1997)Boston:McGraw-Hill[9]ChaudhuriArijunandMorrisBHolbrook,Thechainofeffectsfrombrandtrustandbrandaffecttobrandperformance:Theroleofbrandloyalty”(2001),JournalofMarketing,v65(2)81-93[10]Fornel,Claes,MichaelD.JohnsnandBarbara“TheAmericanCustomerSatisfactionIndex:NaturePurposeandFindings”(1996),JournalofMarketing,60(October),1-13[11]Gwiner,Kevin,DwayneGremlerandBitner“RelationBenefitsinServiceIndustries:TheCustomer’sPerspective”(1998),JournaloftheAcademyofMarketingScience,26(2),101-114[12]Ta