摘要
跨境母婴电商被称作是跨境电子商务的“最后一片蓝海”。随着二孩政策全面
放开、新生代父母消费意识与消费能力升级，以及相关政策的日渐完善，我国跨境
母婴电商将在未来五年迎来一次大爆发。目前跨境母婴电商对国内市场的争夺已进
入白炽化阶段，企业营销手段相仿、产品同质化严重、替代品增多、顾客转移成本
不高等问题突出，导致顾客流失问题愈发严重，企业生存压力空前。而采取有效的
顾客保留措施不仅会降低顾客流失率，还有利于实现口碑营销和交叉销售，提升企
业的盈利水平。有研究证明，客户保留对公司利润的影响程度已远远超过公司规模、
市场份额、单位成本和其它许多通常认为与竞争优势有关的因素的影响程度，因此，
通过实施顾客保留来实现企业竞争优势的差异化培育是我国跨境母婴电商决胜的关
键

本文基于我国跨境母婴电商的特殊机遇期和行业特殊性，通过对国内外顾客保
留相关理论的归纳梳理，选取了关系质量、转换成本、顾客忠诚作为主要影响因素，
引入消费者行为特征，构建了我国跨境母婴电商顾客保留分析模型并提出假设。然
后通过问卷方式进行实证研究，运用 SPSS 工具开展数据分析，采用相关分析、回归
分析、方差分析验证各因素之间的相互关系及它们对顾客保留的影响，对提出假设
进行检验，并对模型进行修正

研究得到以下结论：第一，在我国跨境母婴电商行业中，关系质量、顾客忠诚
对顾客保留显著正向影响，转换成本对顾客保留不存在显著影响；第二，三个影响
因素之间相互正向影响，但转换成本对关系质量、顾客忠诚的影响程度一般；第三，
消费者的人口统计特征对顾客保留不存在显著影响，消费频率和消费金额显著正向
影响顾客保留。此外，也验证了关系质量维度划分的科学性。在实证分析基础上，
本文对我国跨境母婴电商企业在提升关系质量、提高顾客忠诚和提高忠诚顾客保留
度、合理设置转换成本方面等方面提出建议，为企业更好地开展精准营销，提高顾客保留能力提供了理论基础

关键词： 顾客保留 影响因素 实证研究 跨境母婴电商Abstract
E-business of Cross-border baby-and-maternal-products was considered as the last
blue sea of cross-border E-business. However, as full spread of Second-Child national
policy and upgrade of consumption concept and purchasing power of new generation
parents, as well as governmental policies that gradually becomes sound, in the next five
years, the E-business of Chinese cross-border baby-and-maternal-products would greet a
big bang.
Currently, the vying for domestic market is tremendous fierce in E-business of cross-
border baby-and-maternal-products and some issues such as same marketing methods,
homogenized products, more substitute products, low customer switching cost and so forth
have become severe; therefore, these issues have resulted in great loss of customers and
unprecedented pressure for producers. Valid customer retention measures not only lower
the loss rate of customers but also help mouth-by-mouth marketing and cross-selling and
improve producers’ profits. Some studies have verified that the influence of retaining
customer has overwhelmed producer’s scale, market share, unit cost and other factor that
often are considered as competitive advantages. So, implement customer
retention strategy and achieve differentiation cultivation of competitive advantages are
crucial for E-Business of Chinese cross-border baby-and-maternal-products.
Based on special opportunity period and specialty of E-Business of Chinese cross-
border baby-and-maternal-products, as well as by reviewing relevant theories of customer
retention internationally, this thesis chose relation quality, switching cost, and customer
loyalty as main factors and introduced behavioral characteristics to construct an analysis
model of customer retention with respect of E-Business of Chinese cross-border baby-and-
maternal-products and proposed relevant hypothesis. Via questionnaire survey, this thesis
made an empirical study by application of SPSS data analysis. In this approach, correlation
analysis, regression analysis and analysis of variance (ANOVA) are applied to verify
correlations between chosen factors and their effects to customer retention; it also tested
the proposed hypothesis, finally modify the model.
Conclusions: 1) In E-Business of Chinese cross-border baby-and-maternal-products
industry, relation quality and customer loyalty hold significant positive effects to customer
retention, but switching cost has no significant effect. 2) Positive effects exist between each
of these three factors, but switching cost’s effect to relation quality and customer loyalty isrelative lower. 3) Demographic of consumers has no significant effect to customer retention,
and consumption frequency and amount positively affect customer retention. In addition, it
also verified that the division of relation-quality dimension is reasonable. Based on
empirical analysis, this thesis proposed with terms of improving relation quality, customer
loyalty and improve loyal customer retention rate and set reason switching cost; therefore,
facilitate precise marketing for producers. This thesis would provide a theoretic foundation
for improving the ability to retain customers.
Keywords: Customer Retention;Effect Factor;E-Business of cross-border baby-
and-maternal-products; Empirical study目 次
第一章 绪论1
1.1 选题背景及研究意义 ...........1
1.1.1 选题背景......1
1.1.2 研究意义......2
1.2 研究内容和方法 ...3
1.2.1 研究内容......3
1.2.2 研究方法及思路4
1.3 创新点 ...........5
第二章 相关文献综述及概念界定......7
2.1 我国跨境母婴电商的相关概念 ...7
2.1.1 跨境电商的概念界定........7
2.1.2 母婴行业的主要特征.......10
2.1.3 我国跨境母婴电商的发展趋势...........12
2.2 顾客保留的相关概念综述及评价 14
2.2.1 顾客保留的国内外文献综述与评价.......14
2.2.2 顾客保留理论在电子商务行业的发展研究.16
2.2.3 顾客保留的影响因素及顾客保留理论模型研究综述.....17
第三章 研究设计.......20
3.1 我国跨境母婴电商顾客保留分析模型构建 ....20
3.2 我国跨境母婴电商顾客保留分析模型的变量界定及测量题项设计 ........20
3.2.1 我国跨境母婴电商顾客关系质量的定义界定和题项设计.21
3.2.2 我国跨境母婴电商顾客转换成本的定义界定和题项设计.24
3.2.3 我国跨境母婴电商顾客忠诚的定义界定和题项设计.....26
3.2.4 我国跨境母婴电商顾客保留的定义界定和题项设计.....28
3.3 我国跨境母婴电商顾客保留分析模型的研究假设 ..........28
3.4 问卷设计及样本选取 ..........29
3.4.1 问卷的设计...29
3.4.2 样本的选取...30
第四章 实证分析.......30
4.1 样本及变量的描述性统计 ......30
4.1.1 样本的描述性统计.........30
4.1.2 变量的描述性统计.........30
4.2 量表的信度分析与效度分析 ....32
4.2.1 信度分析.....32
4.2.2 效度分析.....34
4.3 研究假设检验 ....364.3.1 相关分析检验.36
4.3.2 回归分析检验.38
4.3.3 样本个人特征的方差分析...41
4.4 本文的检验结果与模型修正 ....44
4.4.1 检验假设结果.44
4.4.2 模型修正.....45
第五章 研究结论与管理启示.........47
5.1 研究结论 ..........
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