基于c2c商家的客户忠诚度影响因素研究-管理科学与工程专业论文.docxVIP

摘要摘要 摘要 摘要 近几年来，随着网络技术的日新月异，电子商务蓬勃发展，其竞争也日趋激 烈。从消费者网购平台选择方面看，C2C平台仍是消费者购物的首选。对于在C2C 平台下经营的网络商家而言，如何提高消费者对其的忠诚度是其成功经营的关键。 由于网络购物环境的特殊性及其目前存在的各种问题，网络商家想在因特网上建 立客户忠诚度相比实体环境更加不易，而其重要性却又更甚于实体环境。 本研究的目的是通过理论建模及实证分析，检验在C2C网络购物环境下影响 客户忠诚度的因素有哪些及各因素对客户忠诚度的影响效应大小，并为在C2C电 子商务平台上经营的网络商家提供切实可行的经营建议，希望能对其在电子商务 浪潮中长期稳定发展提供一定的参考帮助。本研究分为三个步骤：首先是文献回 顾和讨论，在大量文献阅读的基础上，提出本研究的构思概念模型和相关假设； 其次是问卷设计和数据收集，调研对象是西安地区有C2C网络购物经验的消费 者；最后运用统计分析软件对调研数据进行分析，根据分析结果对影响网络客户 忠诚的各变量进行了深入地探讨，并为在C2C电子商务平台上经营的网络商家提 出相应的改进策略。 关键词：网络购物C2C客户忠诚 AbstractAbstract Abstract Abstract In recent years，electronic gommerce is gaining tremendous impetus to develop rapidly due to the development of Internet technology．It also makes more and more fierce competition in electronic commerce field．Among all electronic commerce trade platforms，most of the consumers prefer to choose consumer-to—consumer(C2C)trade platform．How to improve the C2C e-stores’customer loyalty is vital to the survival and development of C2C e-stores’retailers．Building customer loyalty is more difficult and more important than the traditional trade platform due to the specialty of the online shopping environment and its existing problems． By establishing a theoretical model and empirical analysis，this paper distinguishes the main factors which affect customer loyalty and in what degree they are affected．Then,some practical suggestion is given to C2C e-stores’retailers in their operation and long-term stable development on electronic commerce platform．This paper is divided into three steps：Firstly,this paper summaries the relevant theory,then put forward a theoretical model and relevant hypothesis based on referring a lot of articles．Secondly,the paper designs a questionnaire and collects data from consumers who have C2C online shopping experience in Xi’an city．Finally,the paper analyzes the data by statistical analysis software，discusses the main factors which affect customer loyalty in C2C trade platform according to the result of the analysis and put