耒阳市农产品电子商务网站顾客忠诚影响因素研究-工商管理专业论文.docxVIP

摘要随着社会信息化的发展，电子商务已经成为时代的热点。在过去 摘要 随着社会信息化的发展，电子商务已经成为时代的热点。在过去 的几年里，电子商务得到了快速的发展。实施电子商务使得企业销售 业绩增长，生产成本降低，客户关系管理更加便捷。但是我们也发现， 农产品电子商务的发展速度低于电子商务发展的平均速度，而且电子 商务顾客忠诚度普遍不高，研究农产品电子商务顾客忠诚问题对发展 农产品电子商务有着重要的实践指导意义。 本文选取耒阳市农产品电子商务网站顾客忠诚问题作为研究对 象。在理论研究和调查分析的基础上，分析了耒阳市农产品电子商务 的特点，并提出了农产品电子商务网站顾客忠诚驱动模型。通过对耒 阳市农产品电子商务网站的实证研究，得出了耒阳市农产品电子商务 顾客忠诚的影响因素，这些成果对耒阳市乃至全国农产品电子商务企 业的生产经营活动有重要的现实指导意义。 本文的主要贡献在于：梳理了电子商务顾客忠诚相关理论；总结 了耒阳市农产品电子商务发展的基本情况；构建了农产品电子商务网 站顾客忠诚驱动模型；以耒阳市为研究对象，对农产品电子商务网站 顾客忠诚影响因素进行了实证研究。 关键词农产品电子商务网站，顾客忠诚，驱动模型，实证分析 1lI ～～～一～—————————————————————一～ABSTRACT ～～～一～—————————————————————一～ ABSTRACT With the development of information in our society，E-commerce has become the focus in the modem times．E．commerce has gain a rapid development in the past few years．By practicing E．commerce， tSompanies have got great progress in its sales growth．and it also reduced the cost of production．It make customer relationship management more convenient．But we also found that the development rate of electronic commerce in agriculture is lower than the average of industry·And e-loyalty was generally not high，It has great help on agricultural e-commerce practice that doing research On customer loyalty of agricultural E．commerce． This paper selects Leiyang as the example in studying customer loyalty of agricultural e-commerce site．The paper combining the characteristics of agricultural E—commerce site at the base of investigation and theoretical analyze．We constructed a driving model of customer loyalty focusing on agricultural E．commerce websites；After that，we do some research on the model through theories research and empirical analysis on the base of Leiyang．the results has important practical significance on enterprises doing agricultural E．commerce and business activities of Leiyang and even the national． The main contribution of this paper are：combing loyalty theory-of E—commerce home and abroad． summarizes the development of agricultural electronic commerce in Leiyang；Get a good research