对大学生网络购物忠诚度的调查研究.doc

毕业设计（论文）中文摘要 毕业设计（论文）外文摘要 ’ loyalty of online shopping - a case study of Hebei University of Technology 朗读 显示对应的拉丁字符的拼音 In the information society, the popularity of the Internet makes it increasingly close contact with the network. Online shopping as a new way to shop developed rapidly, giving rise to fast and efficient, but also along with the network store mixed case, the unperfect supporting environment, damaged interests of consumers and other issues. As a special group of students, more receptive to new things, college students are the main groups of online shopping, more and more people involved. This paper took students in Hebei l University of Technology as the research object to research the status of online shopping for college students. From students themselves factors, satisfaction with the network business, purchase behavior, customer references and related support to improve five aspects of the environment to build undergraduates online shopping loyalty assessment system, the paper designed questionnaire and investigated the students of each grade. The results showed that influenced by the quality of goods, commodity prices, quality of service support environment and other factors , the loyalty of undergraduates online shopping was not very high. And in repeat purchase, cross purchase, search for convenience goods, the relevant law understanding of other aspects of different grades and gender characteristics of the undergraduates had significant differences. Finally, this paper put forward such suggestions as enhancing the convenience of communication, ensuring transaction security, strengthening the construction sites and etc. to cultivate trust in online shopping. 朗读 显示对应的拉丁字符的拼音 字典 Key words shopping loyalty 目 录 1 引言 1 1.1 论文研究的背景 1 1.2　论文研究的目的和意义 2 1.3 论文的框架结构 2 2 相关理论综述 4 2.1 大学生网络购物的现状研究 4 2.2 顾客忠诚 5 2.2.1 传统的顾客忠诚 5 2.2.2 网络环境下的顾客忠诚 6 3 大学生网络购物忠诚度评估体系的设计 8 3.1 大学生网络购物忠诚度评估指标的设定 8 3.1.1 确立忠诚度评估指标的原则 8 3.1.2 大学生网络购物忠诚度评估指标