大学生网络购物的转移成本问题研究.docVIP

PAGE PAGE 42 大学生网络购物的转移成本问题研究 ——基于175份问卷的分析 摘要：随着我国经济发展和居民的生活水平不断提高，网络购物已成为人们不可或缺的生活方式之一。大学生由于文化水平较高，对网购的接受程度高，根据数据显示，大学生在网购群体中的比重占14%。根据数据显示，目前阿里系的淘宝、天猫处于市场的领先地位，所以在转移成本角度如何增强其他电商平台的竞争力，促进市场竞争，给消费者提供更高的消费者福利水平，就非常有必要。本文通过实证分析的方法，建立转移成本与顾客忠诚的直接驱动模型，并通过SPSS19.0对问卷收集的数据进行因子分析、相关分析等。最后得出转移成本中的评估成本、学习成本、经济风险成本以及人际关系损失成本对顾客忠诚产生正面的作用。 本文的创新之处有：一是对转移成本在大学生网购的平台选择的影响进行了分析解读；二是前人对转移成本对顾客忠诚的作用机理研究较少，而比较多的只是把转移成本作为一个调节变量来研究其对顾客忠诚的影响。本文采用Burnham (2003)中对转移成本的研究成果，把转移成本划分为8个维度，把顾客忠诚区分为行为忠诚和态度忠诚，分别检验转移成本对行为忠诚与态度忠诚的作用机理。 关键词：大学生网络购物转移成本忠诚度 Research on Switching Cost of College Students Online Shopping ——Based on the Analysis of 175 Questionnaires Abstract: With the development of economy and the increasing growth in people’s living standard in China, online shopping has become an indispensable part of people’s daily life. The statistics show that well-educated college students have a much higher acceptance toward online shopping, which occupy 14% among all the groups shopping online. They take several factors into consideration in choosing the platform of online shopping, for instance, the technology of Websites, service quality and product value. Apart from all these, switching cost, which is defined as the cost of shift from one platform to another, plays a key role in college students’ choice-making process. Hence, it is necessary to look into the cost of transfer’s impact on customer’s loyalty to the platform. Factor analysis and correlation analysis etc. will be discussed with the data collected by SPSS19.0 questionnaire. The innovations of this article: One is the impact on the switching cost of college students in the online shopping platform selection were analyzed and interpreted, Two is the predecessor research on the mechanism of switching cost on customer loyalty is less, and more just a variable to study the impact of customer loyalty as the switching cost. This paper uses Burnham (2003) in the research of switching cost, switching cost is divided into 8 dimension