随着网络普及和电子商务的发展,网络零售行业凭借互联网强大的信息交流和资

料搜索能力得詢了快速发展,为消费者提供了一种新的生活方式和消费行为。同时,网

络零售行业的竞争也越来越激烈,如何提高网络零售顾客的忠诚度,成为网络零售商

关注的重要课题之一。而由于互联网环境存在着高度不确定性及可能的风险,网络购

物环境下消费者满意度及顾客忠诚度与传统购物环境下相比存在着特殊性。因此,研

究网络购物环境下的顾客忠诚影响因素及其驱动模型具有一定的理论实践意义。

本研究在以往顾客忠诚及其影响因素研究的基础上,综合讨论网购顾客满意、顾

客信任、转换成本、顾客感知价值与顾客忠诚度的关系。从网购消费者的感知出发,

探讨国内网络购物环境下,影响顾客忠诚的主要因素。本研究将网络顾客忠诚区分为

行为忠诚及态度忠诚两个维度进行分析,构建顾客忠诚影响因素模型并提出相关假设。

通过问卷调查的方式对不同网购消费者群体进行调查,运用软件SPSS19.0及

AMOS21.0进行结构方程模型分析,得出以下结论:(1)网购顾客满意、顾客信任、转

换成本对顾客行为忠诚有显著影响,其中顾客满意对顾客行为忠诚的影响效应最大;

而网购顾客的感知价值对顾客行为忠诚影响不显著。(2)网购顾客感知价值、转换成

本对顾客态度忠诚有显著影响,其中顾客感知价值对顾客态度忠诚影响效应最大;而

网购顾客满意、顾客信任对顾客的态度忠诚影响不显著。(3)网购顾客态度忠诚对顾

客行为忠诚有显著影响。(4)网购顾客感知价值对顾客满意、顾客信任、转换成本有

显著影响;(5)网购顾客满意对顾客信任有显著影响。根据研究结果,本文提出有针

对性的营销管理建议,并指出本文的不足及未来研究方向,期望对今后的研究能够有

所借鉴。

关键词:顾客忠诚;顾客满意;转换成本;网络零售商

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华东理工大学硕i:学位论文

Study on Customer Loyalty Influence Factors of Online Retail

Abstract

With the popularity of the network and e-commerce,online retail industry with a

powerful Internet search capabilities for information exchange and data has been rapid

development, to provide consumer with a new lifestyle and consumer behavior. In the same

time, the competition of online retail industry has become increasingly fierce. How to

improve customer loyalty of online retail has become one of the important topics of online

retail concern. In the internet environment, there is a high degree of uncertainty and possible

risks, there is a particularity under the influence compared to consumer satisfaction and

loyalty with the traditional shopping environment. Therefore, in the network shopping

environment, it has theoretic and practical significance on the analysis of the influencing

factors of customer loyalty and its driving model.

Based on past research of customer loyalty and its influencing factors,this paper focus

on a comprehensive discussion of customer satisfaction、 customer trust、switching cost、

customer perceived value and customer loyalty. On the basis of the customer's perception,

we explore the impact factors of online customer loyalty in our country. This paper deals

with the customer loyalty as two-dimensional, including customer attitude loyalty and

customer behavior loyalty. Build customer loyalty factors model and make relevant

assumptions. Through questionnaires online shopping for different consumer groups are

investigated and analyzed using SPSS 19.0 and AMOS2LO software validation, and there

are some conclusions as following: (l)Customer satisfaction, customer trust and switching

cost have a significant influence to customer behavior loyalty. Among them, customer

satisfaction is most influential on customer behavior loyalty. But perceived value has no

significant effect on customer behavior loyalty. (2)Customer perceived value and switching

cost have a significant influence to customer attitude loyalty. Customer perceived value is

most influential on customer attitude loyalty. But customer satisfaction and customer trust

have no significant effect on customer attitude loyalty.(3)Customer attitude loyalty has a

significant effect on customer behavior loyalty .(4) Customer perceived value has a

significant effect on customer satisfaction, customer trust and switching cost.(5)Customer

satisfaction has a significant effect on customer relation trust. It provides the online

shopping company the scientific foundation to make effective marketing strategy, and

points out the limitations of the study and the future research direction, expecting to provide

reference for the actual marketing practices.

Key words: Customer Loyalty; Customer Satisfaction; Switching Cost; Online Retail