《网上购物顾客感知价值构成模型的研究与分析》毕业学术论文.docVIP

PAGE l l 本科毕业设计（论文） 网上购物顾客感知价值构成模型的研究与分析 学 院 管理学院 专 业 电子商务 （管理方向） 年级班别 级（1）班 学 号 学生姓名 指导教师 年 5 月 摘 要 网上购物作为一种新兴的商业模式，与传统购物模式有很大差别，已经成为顾客关系管理理论界和企业界的研究焦点。区别于传统商务背景,网上购物顾客感知价值的构成因素有其内在特点。 论文在对网上购物和顾客感知价值理论研究成果回顾和分析的基础上，认为网上购物顾客感知价值的核心是感知利得(Perceived Benefits)与感知利失(Perceived Sacrifices)之间的权衡。使用问卷调查法，以有过网上购物经历的人为样本，经过大样本调查，对网上购物顾客感知价值构成的因素进行调查；通过对数据的收集，样本的描述和分析，得出相关数据，从调查数据结果中得出影响网上购物顾客感知价值利得与利失的几个因素，建立其模型，并对模型进行分析说明。结合理论解释和问卷调查研究结论，论文最后提出提升网络顾客感知价值的若干途径。 关键词：网上购物，感知价值构成模型，问卷调查 注：本设计（论文）题目来源于教师的校级科研项目，项目编号为： 082047 。 Abstract As an emerging business model, online shopping is very different from the traditional shopping patterns. And it has become a study focus of the theory of customer relationship management and business fields. Different from the traditional business background, online shopping customers’ perceived value of the components has its own inherent characteristics. This paper maintains that the core of online shopping customers’ perceived value is the balance between Perceived Benefits and Perceived Sacrifices on the basis of recall and analysis of on-line shopping and the results of theoretical research to the customer perceived value. Using questionnaires and making a sample that people who have experiences of online shopping, it investigate the factors that constituted by online shopping customer perceived value after a large sample survey; through data collection, sample description and analysis of data, it obtains related data. And it obtains several factors that draw the impact of online shopping customer perceived value profits and lost from the results of the survey data and establishes the model, analyzing and making a description of the model. With the combination of theory and survey research findings, the paper finally raised several ways to upgrade the network to the customer perceiv