电子商务-基于顾客体验的跨境进口电商平台顾客忠诚度实证研究.docVIP

基于顾客体验的跨境进口电商平台顾客忠诚度实证研究 【摘要】在经济发展和消费升级的环境下，跨境进口电商发展得越来越快，在各平台之间的产品差异化减少和商业模式红利逐渐饱和的情况下，维护顾客忠诚度成为了平台提高自身竞争力的关键。本文主要是要从顾客体验的角度出发，探究影响顾客忠诚度的主要体验方面，并据此找到改进的方向和提出相应的提升建议。本文以顾客体验为自变量，顾客忠诚度为因变量，建立模型和假设，通过设计问卷收集数据，利用SPSS 22.0对收集的数据进行相关回归分析，验证假设和模型，最后得出顾客体验直接影响顾客忠诚，其中对顾客忠诚度正向影响最为显著的是服务体验，网站、产品、物流和支付体验也有着显著的影响，并且提出加强客户关系管理等提升顾客忠诚的建议。 【关键词】跨境进口电商；顾客体验；顾客忠诚度；多元回归分析 注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为： 。 Empirical Research on Customer Loyalty of Cross-border Import E-commerce Platform Based on Customer Experience 【Abstract】 Under the environment of economic development and consumption upgrade, cross-border imported e-commerce is developing faster and faster. With the reduction of product differentiation between platforms and the gradual saturation of business model dividends, maintaining customer loyalty has become The key to the platform to improve its competitiveness. This article is mainly to explore the main experience aspects that affect customer loyalty from the perspective of customer experience, and find the direction of improvement and put forward corresponding suggestions for improvement accordingly. This paper takes customer experience as the independent variable and customer loyalty as the dependent variable, establishes the model and hypothesis, collects data by designing the questionnaire, and uses SPSS 22.0 to perform correlation regression analysis on the collected data to verify the hypothesis and model. Influencing customer loyalty, the most significant positive impact on customer loyalty is the service experience. Websites, products, logistics and payment experience also have a significant impact, and put forward suggestions to enhance customer loyalty such as strengthening customer relationship management. [Keywords] cross-border imported e-commerce customer experience customer loyalty correlation regression analysis 目 录 TOC \o 1-3 \h \z \u 1 绪论 1 1.1 研究背景 1 1.2 国内外研究现状 2 1.3 研究内容 3 2 文献梳理 4 2.1 顾客体验 4 2.1