C2C模式下顾客满意度影响因素

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浙江财经学院硕士学位论文

摘要

近年来，随着物流、支付、信用、网络安全等相关环境的逐步改善，电子商

务正逐步充分地显示出其优势，而 C2C 网上购物作为一种比较新的网上购物方式，

也因此而日趋活跃。但作为一种比较创新的购物方式，其内在存在的问题却有很

多，在新的购物方式下，如何借助 C2C 网站从事营销活动，并藉此获取竞争优势，

已成为目前所有经营者都必须考虑的问题。因此，对于 C2C 网站上的网络商店经

营者而言，了解提升消费者满意度的关键因素，是一个刻不容缓的重要议题。

过去在实体渠道上对于顾客满意度的探讨已相当丰富且完整，然而对于网络

商店的相关研究则较为有限，且大都集中在 B2B 和B2C 领域，C2C 鲜有涉及。本

文根据这种新的购物模式特征，对影响其顾客满意度因素、各影响因素的相对重

要程度等进行了系统的探讨，并进行了实证分析。过去国内外对于顾客满意度、

网络顾客满意度的相关研究，均只以顾客所获得的价值作为满意度的影响因素，

并未考虑到顾客所失去的成本。而本文则以顾客让渡价值理论为依据来探讨 C2C

模式下顾客满意度影响因素，即在考虑顾客获得的价值之外，又考虑了顾客付出

的成本（代价）因素，并验证这些因素对网络顾客的满意度产生影响的重要程度，

这是过去绝大多数的研究所未曾提及的。在顾客总价值方面，本文以产品价值、

服务价值、人员价值与网络商店品牌价值作为网络商店价值面因素；在顾客总成

本方面，则以产品(或服务)的价格与时间成本、风险成本三因素为代表。

过去对于网络购物的研究，大多数是将消费者区分为曾经有网络购物经验与

未曾有网络购物经验两大类，并研究这两类消费者对于网络购物态度或意愿的差

异。由于目前网络购物已逐渐普及，且在 C2C 网站上交易的人数亦持续增加，因

此本文以消费者在同一网络商店购买次数为分类基础，探讨了不同购买经验的消

费者，对于网络商店各项属性以及满意度是否存在显著的差异。另外，由于目前

C2C 网站上出售的产品种类繁多，故本文还对网络商店出售产品类型进行了区别，

将其分为虚拟产品和实体产品，并进一步探讨各因素影响的重要性是否会由于顾

客所购买产品类型不同而有所差异，而这也是以往研究大都未涉及的。

通过实证分析,本文得出如下结论：

（一）顾客总价值各因素对于网络消费者满意度均有显著的正向影响，而顾客

浙江财经学院硕士学位论文

总成本各因素则均有显著的负向影响

在C2C 网站上某一网络商店购物的顾客获得的总价值以及花费的总成本各因

素对于网络消费者满意度均有显著的正向或负向影响，也就是说顾客获得的总价

值越高，付出的总成本越低则满意度越高。

（二）在各影响因素的相对重要程度上，时间成本因素影响最为显著

对于网络商店消费者而言，时间尤其宝贵；因此，若顾客无法在短时间内将

交易程序完成，对于顾客满意度与继续惠顾的意愿会造成很大影响。

（三）除网络商店品牌价值外，所购买产品类型的不同对于顾客满意度影响不

显著

对于顾客总价值与顾客总成本来说，实体产品购买者所认知到的水平与虚拟

产品/服务购买者并没有显著区别。在网络商店品牌价值层面上，实体产品购买者

所认知到的水平与虚拟产品/服务购买者有着显著区别。

（四）不同购买经验的消费者，对于网络商店各项属性以及满意度存在显著差

异

在产品价值、人员价值、网络商店品牌价值、风险成本与顾客满意度等层面

上，经常性购买和长期性购买的消费者所认知到的水平均显著地高于尝试性购买

与初期性购买的消费者。

关键词：C2C；网络商店；顾客让渡价值；顾客满意度

浙江财经学院硕士学位论文

ABSTRACT

In recent years, with logistics, payment, credit, network security, and other related

environment gradually improved, E-commerce is gradually fully demonstrated its

advantages and C2C shopping on the Internet as a relatively new way of shopping, thus

becoming increasingly active. But as a more innovative approach there are many

problems, how to use C2C website engaged in marketing activities, and to obtain

competitive advantages, has become a problem that all operators must consider.

Therefore, the store owner of the C2C website, enhance the consumer satisfaction

understanding of the key factors is an important pressing issues.

In the past entities channels for the customer satisfaction study and integrity has

been considerable, but the shops of the network related research is more limited, and

mostly concentrated in the B2B and B2C fields, C2C seldom involved. Based on this

new shopping patterns characteristics and their impact on customer satisfaction factors,

the impact of factors such as the relative importance of a systematic study, conducted

Empirical Analysis. Customer satisfaction at home and abroad for the past, the relevant

network Customer satisfaction study, were given only to the value of customer

satisfaction as the impact of factors, did not take into account the cost of lost customers.

And while this customer delivered value based on the theory to discuss the C2C mode

factors affecting customer satisfaction, in considering the value received from

customers and also consider the cost to the customer (price) factors, and these factors on

the test network customer satisfaction have an impact on the degree of importance,

which is the majority of the Institute of the past had not been mentioned. The total value

of the customer, including the value of this products, service value, personnel value and

the value of the brand of the network store; The total cost of the customer, including the

price of the product (or service) and time cost, risk factors.

Past studies for online shopping, most consumers will be divided into online

shopping experience had not been there with the online shopping experience two

III

浙江财经学院硕士学位论文

categories, and examine these two types of consumers shopping for the network or the

will of the difference in attitude. Since online shopping has gradually popularity in C2C

website and the number of transactions has continued to increase, so this network to

consumers in the store to buy the same number of basis for the classification, a different

buying experience of the consumers, the attribute of network shops and satisfaction the

existence of significant differences. In addition, since the current C2C website selling a

wide range of products, so the networks are also shops selling a differentiated product

types, to be divided virtual product and entities products and further explore the

importance of the various factors as whether products purchased by customers vary with

the type.

Through empirical analysis, this paper drew the following conclusions:

(A) The total value of the factors customers of the network have a significantly

positive impact on consumer satisfaction and the total cost have a significant negative

impact.

In C2C website of a particular network access to the shops where customers spend

and the total value of the total cost of the factors for consumer satisfaction networks

have significant positive or negative impact, that is to say the total value customers

receive higher pay, the lower the total cost is higher satisfaction.

(B) The impact of the relative importance of factors, the time-cost impact is the

most significant factors.

For online stores consumers, particularly valuable time; Therefore, if the customers

could not process transactions in a short time it will have a great impact on the customer

satisfaction and the wishes of patronizing.

customer satisfaction.

About the total value for customers and customers total cost, the physical product

to the purchaser by the level of cognition and virtual product/service buyers have no

significant difference. Store brand value in the network level, the entities who purchased

the products to the level of cognition and virtual product/service buyers have a notable

distinction.

浙江财经学院硕士学位论文

(4) Different buying experience consumers have a significant differences in the

attribute of network shops and satisfaction.

In the level of the value of staff, network store brand value, cost and risk of

customer satisfaction levels, regular purchase and the purchase of long-term awareness

to consumers were significantly higher than that of the early trial of the purchase.

Keywords: C2C; Online stores; Customer delivered value; Customer satisfaction

浙江财经学院硕士学位论文

第一章绪论................................................................................................................1

第一节研究背景 .................................................1

第二节研究目的和意义 ...........................................3

第三节论文内容与研究方法 .......................................4

第四节研究创新之处 .............................................5

第二章顾客满意度相关理论及评述..........................................................................8

第一节顾客满意度相关理论 .......................................8

第二节顾客价值与顾客满意度 ....................................18

第三节电子商务环境下顾客满意度的国内外研究现状 ................25

第三章研究构思与研究设想....................................................................................27

第一节 C2C模式下影响顾客满意度因素的选取 .......................27

第二节研究构思 ................................................31

第三节研究假设 ................................................32

第四节调查对象与问卷设计 ......................................33

第五节各变量的操作型定义与衡量选项 ............................34

第六节统计分析的方法 ..........................................36

第四章问卷统计结果与分析....................................................................................38

第一节样本回收与基本特征描述 ..................................38

第二节问卷的可靠性分析 ........................................39

第三节各因素对于C2C消费者满意度影响分析 .......................40

第四节所购买产品类型对各层面因素影响差异分析 ..................41

第五节购买经验对各层面因素影响差异分析 ........................43

第六节各影响因素对C2C模式下顾客满意度的相对重要程度分析 .......44

第五章研究结论与未来研究方向............................................................................46

第一节研究结论 ................................................46

第二节提高C2C网络商店顾客满意度的建议 .........................48

第三节研究限制与后续研究建议 ..................................51

参考文献......................................................................................................................53

浙江财经学院硕士学位论文

附录正式问卷............................................................................................................57

致谢..............................................................................................................................61

VII

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摘要：

浙江财经学院硕士学位论文摘要近年来，随着物流、支付、信用、网络安全等相关环境的逐步改善，电子商务正逐步充分地显示出其优势，而C2C网上购物作为一种比较新的网上购物方式，也因此而日趋活跃。但作为一种比较创新的购物方式，其内在存在的问题却有很多，在新的购物方式下，如何借助C2C网站从事营销活动，并藉此获取竞争优势，已成为目前所有经营者都必须考虑的问题。因此，对于C2C网站上的网络商店经营者而言，了解提升消费者满意度的关键因素，是一个刻不容缓的重要议题。过去在实体渠道上对于顾客满意度的探讨已相当丰富且完整，然而对于网络商店的相关研究则较为有限，且大都集中在B2B和B2C领域，C2C鲜有涉及。本文根据...

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