我国大学生B2C电子商务忠诚度形成机理研究

上海交通大学硕士学位论文我国大学生B2C电子商务忠诚度形成机理研究姓名：郭海波申请学位级别：硕士专业：企业管理指导教师：伍青生20080124B2C4B2CB2CINTERNETB2CB2CB2CB2CB2CB2CB2CB2CB2C1B2CB2CB2CB2C2B2C3B2CB2CB2CAmazonB2C5RESEARCHONLOYALTYFORMATIONMECHANISMOFTHEBUSINESSTOCONSUMERE-COMMERCEFORDOMESTICUNIVERSITYSTUDENTSABSTRACTWithafastdevelopmentinB2Ce-commercerecently,thepeople’sconsumptionhasextendedfromactualenvironmenttounrealenvironmentgradually.Asthedevelopmentofinternettechnology,theextentofinformationconfusionhasdeclinedgreatly.Theconsumerscangetacomparisonbetweeneverycompetitorwithouteffort.Thatmakestheconstructionoftheloyaltyintheunrealenvironmentmoredifficultthaninactualenvironment.However,loyaltyisakeyfactortotheenterprise’sprofitandaurgentproblemtosolveforthecompetitiveadvantage.Basedontheformationmechanismoftheconsumer’sloyaltyforB2Ce-commerce,therearefewdomesticscientificandempiricalstudy.IthasaprofoundmeaningforthedevelopmentofdomesticB2Ce-commencetomakearesearchontheformationmechanismofloyaltyindomesticB2Cecommerce,especiallywiththesamplesoftheuniversitystudents.BasedontheobjectsofenterprisesinB2Ce-commerceandthesamplesoftheuniversitystudents,thisresearchfocusesontheformationmechanismofdomesticstudents’loyaltyinB2Ce-commerce.Inthisresearch,wedividetheconsumers’valueinB2Ce-commercetothreedimensionalitiesandconducttheempiricalstudyaftertheconstructionoftheintegratedmodelofB2Ce-commerce.Asforthepartsofempiricalstudy,firstly,wegetthesketchofthedrivingfactorsfortheloyaltyofB2Ce-commerceandthesketchoftheformationmechanismfortheloyaltyofB2Ce-commerce.Asfortheformer,wegetseveralfactorswhichareunapparentaffectionforloyalty.IthasaprofoundmeaningfortheB2Cecommerceenterprisestoimprovetheircustomers’loyaltybecausethesefactorsareconfusedbydomesticB2Ce-commerceenterprises;Asforthelatter,wegetarationalexplanationforthephenomenonofthetwoB2Ce-commerceenterprises-dangdangandzhuoyue,wealsogetseveralmeaningfulconclusionsbytheevaluationofthedrivingfactorsofthesetwoenterprises.Atmeantime,wedividetheconsumersintotwosectorsbyaddedvariableanddiscussthedifferentperformanceintheprocessofformationmechanismfortheloyaltyofB2Ce-commerce.It’sveryimportantforB2Ce-commerceenterprisestoprovideconsumersindifferentsectorswithB2C6differentservice.KEYWORDS:B2CE-Commerce,Loyalty,UniversityStudents,Dangdang,ZhuoyueAmazonB2C2B2C3B2C11.11.1.1B2C80/202080Reichheld2000Yoo&Donthu2000CD1/3B2C21.1.21.21.2.11BusinesstoBusinessB2BB2BB2B2BusinesstoConsumerB2CB2C3ConsumertoConsumer,C2CC2CeBay4ConsumertoBusinessC2BC2BB2C3VirtualCommunitiesB2CB2C1.2.21B2C234B2CB2C41.2.31-1Figure1-1studyprocessB2C52.12.1.1B2C2.1.2B2CEighmey19971MarketingPerceptions2EntertainmentValue3InformationalValue4EasetoUse5Credibility6InteractivityEighmeyKeeney1999NetValueKeeney1999means-ends1B2C6meansobjectives2fundamentalobjectivesKeeney199920032004B2CKorgaonkarWolin1999Bourdeau20022006Keeney1999KorgaonkarWolin19992007Oliver1999Keeney1999B2C92-1Eighmey1997Keeney199920032004B2C7Korgaonkar&Wolin1999Bourdeau20022004200620072.1.3PorterB2C200320042004200420052.22.2.1Smith2001e-loyaltyloyaltyloyaltye-loyaltyFrederick1996Gillespie1999B2C8Srinivasan20022.2.2Balabanis,Reynolds&Simintiras20061Crosby19902-2Crosbyetal1990Lagace,Dahlstorm&Gassenheimer1991Storbacka,Standvik&1994B2C9GronroosKumar,Scheer&Steenkamp1995Hennig-Thurau1997Smith1998Dorschetal1998Wulf,Odekerken&Lacobucci2001e-satisfactione-trustLloydMark20042-1200520052-22-1Lloyd&Mark,2004Figure2-1RelationshipbetweenTrust,SatisfactionandLoyalty2-22005Figure2-2RelationshipbetweenTrust,SatisfactionandLoyaltyB2C10LloydMark2004B2C2eighmey,1997Korgaonkar&Wotin,1999Jae-Nam,20032003200420042004Jae-Nam2003Jan-Nam200320043Crosby199020051Zhan2003375LuarnLin20039090CDLeeKimMoon2000LISREL2-3Lloyd2004294204B2C112-3LeeKimMoon2000Figure2-3keyfactorsfore-loyalty2005B2C2AndersonSrinivasan2003Shankar2003ParkKim2002Shergill,BingMgt.20042005B2C12B2C1ShergillBingMgt.200422002InternetShapiro&Varian1998InternetB2C132.3121B2CB2C2B2CB2C143.13-13-23-1B2CFigure3-1formationmechanismmodelfortheB2Ce-commerceloyaltyB2C153-2B2CFigure3-2drivingfactorsmodelfortheB2Ce-commerceloyaltyB2C3-13-1B2CC2CB2C1B2CC2CB2CB2C16233.23.2.1H1H1aH1bH1H1aH1b5B2C17H1-1H1-2H1-3H1-4H1-53.2.2H2H2aH2b,H2H2aH2b7H2-1H2-2H2-3H2-4H2-5H2-6H2-73.2.3B2C18H3H3aH3bH3H3aH3bB2CC2C4H3-1H3-2H3-3B2CH3-4C2C3.2.445McKnightetal2002Belangeretal2002Shankaretal2003LloydGoode2004294200563.2.57B2C193.2.6Srinivasan2002Carlson2000B2CH8B2C204.1Chandon20002004Korgaonkar&Wolin1999Szymanski&Hise2000Srinivasan,Anderson&Ponnavolu2002Kelleyetal.1993Tax&Brown1998Srinivasan200220032002Doney&Cannon1997Srinivasan,Anderson&Ponnavolu2002Lee1999Sheehan&Hoy2000Torkzadeh&Dhillon2002Sheehan&Hoy2000Torkzadeh&Dhillon2002Court1999Eighmey1997Srinivasan2002Doney&Cannon1997Korgaonkar&Wolin1999C2CBerry&Parasuraman1991B2CBerry&Parasuraman1991Jones2000Jap&Ganesan2000Spreng1996Oliver1998Doney&Cannon19972002Srinivasan20022002Srinivasan200220044.24.2.14-14-11234B2C2156789101112131415161718192021222324252627email,2829303132333435363738394041424344454647B2C2248495051525354555657585960616263C2C6465666768B2