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网站客服面孔对用户感知在线服务影响研究_MBA毕业论文DOC

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文本描述
摘要
伴随着电子商务行业的不断发展,中国电子商务市场交易规模逐
年递增,在线用户数量日益扩大,电商行业趋于成熟。电子商务市场
的蓬勃发展使得电商竞争日益加剧,电商企业的进化与成熟,各电商
企业之间的竞争不是单纯的品类、物流之争,在线服务质量及满意成
为决定企业发展的关键。好的在线服务能够搭建用户与企业之间的良
好的沟通桥梁,成为企业面向用户开展品牌沟通,传递企业文化与理
念,塑造企业形象理念,获得长足发展的关键所在。网站客服是网站
进行信息传递的第一张名片,网站客服面孔会影响用户感知,它是用
户获取信息、进行评价的重要信息来源。许多企业己认识到网站客服
面孔对于用户沟通及用户在线服务满意的重要作用,选取形象气质好
的客服人员进行沟通交流。然而,企业对于网站客服对影响用户在线
服务满意度的机理知之甚少,相关理论研究更付之阙如。本文从心理
学角度研究网站客服对在线服务的影响。首先通过回顾面孔吸引力、
在线服务感知、在线服务满意度的相关文献,梳理出理论发展脉络,
确定影响因子构建影响模型。其次通过设计问卷实验进行数据采集,
并通过PLS软件进行数据分析,进行模型验证,最终得出网站客服
面孔吸引力对用户在线服务满意的影响机理。该研究是面孔吸引力相
关研究在网络环境下的有机拓展及理论延伸,研究结论对具备重要的
理论及实践价值

研究得出以下结论:
(1)面孔吸引力会对感知服务质量、感知社会存在、感知信任产
生正向影响

(2)感知服务质量、感知社会存在及感知信任会对在线服务满意
度产生正向影响

(3)面孔吸引力会对在线服务满意度产生正向影响

研宄结果对网站在线服务建设运营提出了实践指导,首先电子商
务网站在选取客服的过程中选取具备高面孔吸引力的网站客服,让客
服有意地与用户进行多种形式的互动,增加用户感知社会存在,同时
利用沟通策略及技巧,使得服务过程有效,满足顾客多种层次的需求

其次从客户满意出发,制定网站服务策略,通过产品设计、安全保障、 操作流程等方面全方位提升可信水平。同时网站应做好品牌建设及宣
传,通过多种方式给用户传递安全可信的信息,并做好危机公关,对
于不利于网站声誉的事件及评论应当及时有效的处理,提升网站可信
度,最终培养用户满意度、用户信任度,乃至用户忠诚度

关键词:面孔吸引力感知信任感知服务质量感知社会存在满意度 RESEARCH ON ONLINE SERVICE SATISFACTION BASED
ON CONSUMER SERVICE’S FACIAL IMPRESSION
Abstract
With the development of E-commerce industry, the scale of Chinafs E-commerce
market transactions increased year by year. The number of online consumers
increasing significantly, also the E-commerce industry becoming mature. While, the
development of E-commerce market accelerates fierce competition. At the same time,
the competition between different E-commerce suppliers is not only focusing on the
category and logistics of goods, but also emphasizing on the quality of online service
and service satisfaction. Moreover, the quality of online service and satisfaction are
the key to the development of E-commerce enterprises. Better online service can build
a better communication bridge between consumers and enterprises,becoming the key
to distribute enterprise’s brand,faith and image to its consumers. It also a good way to
improve long-time development of E-commerce enterprises. Website consumer
service should be the first business card of communication towards E-commerce
enterprises. The facial impression of website consumer service will affect it
consumers, since they are the way to acquire important information. Many companies
have recognized the importance of facial impression of website consximer service,
especially the impact of communication and service satisfaction. However, the
knowledge and theory related to the impact of facial impression of online consumer
service are quite limit.
This article analyzes the impact of online customer service towards service
satisfaction from the perspective of psychology. Firstly, by reviewing related
literatures about facial attractiveness, perceived online service and service satisfaction,
the article combing the development of theory and determining the influencing factors
of influential model. Secondly, based on data collection, the article utilizes PLS
software to do analysis and model validation, and finally finds out that facial
impression of website consxuner service can affect service satisfaction. This research should be the theoretic extension of the study related to facial attractiveness, while the
conclusion of this research has important theoretical and practical value.
The conclusion of tiiis research is shown following:
(1) Facial attractiveness has positive impact on perceived service quality, perceived
social presence and perceived trust.
(2) Perceived service quality, perceived social presence and perceived trust have
positive impact on online service satisfaction.
(3) Facial attractiveness has positive impact on online service satisfaction.
The conclusion of this research provides practical guidance for the construction of the
online service operation. Firstly, the E-commerce website should select the customer
service with higher attractiveness,and let them communication with consumers
intentionally, improving consumers5 perceived social presence. Meanwhile, utilizing
commimication skills and strategies to improve the effectiveness of service, fulfilling
various needs of consumers. Secondly, focusing on consumer satisfaction,
E,commerce enterprises should make some service strategies,such as product design,
security, operational processes etc., to improve their credit. Thirdly, the websites
should focus on brand building and publicity, by contributing various methods to
distribute reliable information to their consumers. At the same time, they should pay
more attention on crisis public relations and do effective treatment timely to solve
accidents, enhancing their credibility. Ultimately, it is also important to develop
consumer satisfaction, consumer trust, and even consumer loyalty.
KEY WORDS: Facial Attractiveness, Perceived Trust, Perceived Service Quality,
Perceived Social Presence, Satisfaction 目录
第一章绪论 1
1.1研宂背景、目的及意义1.1.1研究背景1丄2研究意义1.2研宄方案1.2.1研宄技术路线1.2.2研宄内容结构1.2.3研宄方法1.3研究创新点1.4本章小结第二章文献综述2.1面孔及面孔吸引力吸引力相关研宄2.1.1面孔吸引力的概念2.1.2面孔吸引力的相关研宄2.2在线服务感知的相关研宄2.2.1感知社会存在的研究2.2.2感知服务质量2.2.3感知信任2.3在线服务满意度2.3.1基于感知服务质量的在线服务满意度2.3.2基于感知信任的在线服务满意度
:.2.4本章小结2.4.1以往相关研宄的进展2.4.2尚需改善之处第三章研宄模型与假设3.1模型构建3.2研宄假设3.2.1面孔吸引力对感知社会存在的影响3.2.2面孔吸引力对感知服务质量的影响3.2.3面孔吸引力对感知信任的影响3.2.4感知社会存在对满意度的影响3.2.5感知服务质量对满意度的影响3.2.6感知信任对满意度的影响3.2.7面孔吸引力对感知服务满意度的影响3.3研宄变量与测量3.3.1社会存在感的测量3.3.2感知服务质量的测量
21
3.3.3感知信任的测量
23
3.3.4满意度的测量
24
3.4本章小节
25 第四章研宄方法
26
4.1研究对象选取
26
4.2问卷设计与预测试
26
4.2.1问卷设计
26
4.2.2问卷预测试
27
4.3数据收集
28
4.4数据分析方法
28
4.5本章小节
28
第五章实证研究结果分析
29
5.1描述性统计分析
29
5.2信度与效度检验
30
5.2.1信度分析
30
5.2.2效度分析
30
5.2.3收敛效度分析
32
5.2.4判别效度分析
33
5.3雜解释
33
5.4本章小节
36
第六章结论与展望
37
6.1 结论
37
6.2管理建议
38
6.3未来展望
39
参考文献 40
附录1调查问卷
47
顏 49
攻读学位期间发表的学术论文
50
第一章绪论
第一章绪论
1.1研究背景、目的及意义
1.1.1研究背景
伴随着电子商务行业的不断发展,在线交易用户数量日益扩大,推动着中国
电子商务市场交易规模逐年递增,电商行业趋于成熟。据艾瑞咨询《2015年电
子商务数据报告》显示,在2015年,中国整体电子商务市场交易总额为16.4万
亿元,其中网络购物市场交易规模同比增长36.2%;在线旅游同比增长39.9%,
本地生活服务020同比增长38.3%,均呈现出稳定的增长态势,推动中国电子
商务市场蓬勃发展。电子商务市场的蓬勃发展使得电商竞争日益加剧,电商企业
的进化与成熟,各电商企业之间的竞争不是单纯的品类、物流之争,在线服务质
量及用户满意成为决定企业发展的关键。好的在线服务能够搭建用户与企业之间
的良好的沟通桥梁,成为企业面向用户开展品牌沟通,传递企业文化与理念,塑
造企业形象理念,获得长足发展的关键所在,在线服务在电商发展中扮演的角色
日益重要。而在在线服务中,网站客服是与用户沟通最直接的要素,网站客服的
形象与服务水平成为企业展示的第一窗口,是传统营业及服务手段的延伸,好的
网站客服能够为用户带来个性化及交互式的良好服务体验,提升用户在线感知,
提升用户感知服务满意度,加强用户与企业间联系,对企业而言十分重要

实际上,网站客服是网站进行信息传递的第一张名片,网站客服面孔会影响
用户感知,它是用户获取信息、进行评价的重要信息来源。许多企业已认识到网
站客服面孔对于用户沟通及用户感知在线服务满意的重要作用,选取形象气质好
的客服人员进行沟通交流。然而,企业对于网站客服对影响用户在线服务满意度
的机理知之甚少,相关理论研宄更付之
。。。以上简介无排版格式,详细内容请下载查看