文档介绍：华中科技大学
硕士学位论文
B2C电子商务中网络顾客忠诚度的影响因素研究
姓名:陈涛
申请学位级别:硕士
专业:企业管理
指导教师:吴兆龙
20090519
华中科技大学硕士学位论文
摘要
20 世纪 90 年代以来,电子商务行业空前发展,电子商务网站培育和维系顾客忠
诚成为获取利润和竞争优势的关键因素,研究电子商务行业中顾客忠诚内涵与维护
模型具有理论实践意义。本文在文献阅读的基础上,以 B2C 电子购书网站为具体的
实证研究对象,以顾客忠诚为实证研究主题,对影响顾客忠诚的因素进行相应的分
析,建立了顾客忠诚的影响驱动模型,通过进一步的实证研究,验证假设并修正了
研究模型提出了有针对性的管理建议。
通过实证分析,本文得出以下结论,在 B2C 电子商务环境下:(1)顾客满意对
顾客信任和顾客忠诚都有着正向的影响,影响程度中等。(2)顾客信任对顾客满意
和顾客忠诚都有着正向影响,且影响程度较大。(3)转换成本对顾客忠诚都有着正
向影响,但是影响程度相对较小。最后提出了三点管理建议:(1)网站应注重提高
顾客满意度,在提高顾客满意的措施上,可以从提高网站性能、给予消费者提供好
的消费体验、对消费者进行情感投资这几方面出发。(2)增强顾客对网站的信任感。
(3)利用转换成本来提高顾客忠诚。

关键词:B2C 电子购书网站顾客忠诚驱动因素实证研究

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华中科技大学硕士学位论文
Abstract
Since the 1990s, e-business has been developing rapidly and e the major Part
of the function. customer loyalty was even more important for the existence and
grows of any enterprises, it was a key assign to foster and hold the loyalty customer
colony for boost petition advantage. The thesis puts forward question which the
thesis wants to resolve after generalizing and analyzing the status about the e-business
market development in our country. According to the relevant literature and field surveys,
the thesis brings forward factors influencing customer loyalty considering our present
status of the e-business market and establishes the model of factors influencing e-business
customer loyalty, so that some suggestions can be made for e-panies in our
country to keep customer loyalty.
The thesis makes an empirical research on factors influencing customer loyalty of
B2C e-business websites and gets conclusions as following: (1)Factor of customer
satisfaction has positive effects both on customer trust and customer loyalty. (2) Factor of
customer trust has positive effects both on customer satisfaction and customer loyalty.
(3)Factor of switch cost has positive effects on customer loyalty. Finally proposed three
management suggested: (1) Sites should be focused on improving customer satisfaction.