大学生网购忠诚度的的研究正文.docVIP

摘要 随着互联网的发展和人们消费观念的转变，电子商务兴起后便迅速发展。大学生作为接触网络频率高、受教育程度高和尝试新鲜事物意愿强烈的群体，将随着时间的推移成为网络购物的主体。而客户忠诚度是企业持续获取利润的重要因素，因此，本文以大学生网络购物忠诚度影响因素为研究对象，探讨各种因素对忠诚度的影响，具有理论价值和现实意义。笔者在以往文献检索以及实际探索性调研的基础上，归纳总结影响大学生网络购物满意度与忠诚度的各个因素，构建出网络购物环境下影响忠诚度的理论模型，然后通过个案访谈、问卷调查等形式对大学生网络购物顾客忠诚度进行调研，实证分析影响大学生网络购物满意度、信任度，尤其是影响忠诚度的各种维度和具体因素，探求各种影响因素与忠诚度之间的关联关系，进而并对企业如何提升网络零售服务质量、提高大学生的忠诚度进行探讨和分析，提出促进网络零售企业交易额和利润的持续增长的对策建议。 关键词：大雪生，网购，忠诚度，研究； Abstract With the development of Internet and the changes of consumption concept, the electronic commerce emerges after the rapid development. College students as a contact network of high frequency, high level of education and try new things will strongly groups, will over time become the main body of network shopping. While the customer loyalty is the enterprise lasts the important attribute to gain the profit, therefore, based on the online shopping loyalty as research object, study the effect of various factors on the influence of loyalty, has theoretical value and practical significance. According to the previous literature retrieval and practical exploration on the basis of investigation and research, summed up the impact of college students online shopping satisfaction and loyalty of the various factors, building a network shopping environment affect loyalty theoretical model, and then through the case interviews, questionnaires and other forms of college students online shopping customer loyalty research, empirical analysis of the influence of College Students online shopping satisfaction, trust degree, especially the influence of loyalty of all dimensions and specific factors, exploring various influence factors and loyalty between the relationship, then the enterprises how to improve network retail service quality, improve students loyalty carries on the discussion and the analysis, put forward to promote the online retail business turnover and profit growth countermeasure proposal. Key words: snow, online shopping, loyalty, research; 目录 摘要 1 Abstract 1 目录