【作者】 杨毅；

【导师】 董大海；

【作者基本信息】 大连理工大学 ， 技术经济及管理， 2007， 博士

【摘要】 顾客忠诚对于对企业获利的巨大影响力，已经为很多的企业实践和学术研究所证实。故而，探寻顾客忠诚的驱动因素就成为为学术界所热衷的研究课题。传统环境下关于忠诚前因的研究成果已非常丰富，然而，在新兴的互联网商业环境中，以往的研究结论能否继续适用，是否会因为新环境的出现而产生新的忠诚的前因，太多的类似于这样的问题等待着学者们去回答。互联网渠道中顾客忠诚的前因研究在国内外尚处于起步阶段，目前对于这一问题的研究，不少学者运用了不同．的理论，也发现了一些前因，但是由于理论本身存在视角的单一性，故得到的研究结论也不免存在缺憾。本次研究扎根尚处起步阶段的中国网络零售业，致力于回答该行业中如何建立顾客忠诚的问题。在对现有相关研究细致而深入的文献述评的基础上，本文提出了基于价值导向的互联网渠道顾客忠诚建立的思路。为求本次研究更加准确、更加深入、更加全面、更具有创新性，全文围绕互联网渠道顾客感知价值这一核心概念，开展了三阶段研究工作。首先，本文在回顾相关领域研究的基础上，汲取了各位学者关于顾客感知价值研究成果的学术养分，定义互联网渠道顾客感知价值为：顾客感知使用互联网渠道达成其消费目的和意图的程度的偏好和评价。同时，本研究依托心理学中的态度理论、信息系统中的TAM模型和消费者行为学中的手段—目的链方法，进一步细分互联网渠道顾客感知价值为三类：结果性感知价值、程序性感知价值和情感性感知价值。并通过实证开发出相应的具有可靠性和有效性的测量量表。接着，本研究在完成了互联网渠道顾客感知价值是什么及如何衡量的研究工作后，进一步将该结论用于互联网渠道顾客忠诚的研究中，构建了以3个顾客感知价值维度为前因变量，以关系质量的两个核心概念—满意和信任为中介变量的互联网渠道顾客忠诚的驱动模型，并对该模型做出了实证检验。分析结果表明，在互联网商业环境中顾客感知价值是获得顾客忠诚的最重要的前因。然后，此阶段研究结论还证实了关系营销在互联网商业中的重要性，即网络经营者可以通过建立、提升与顾客之间的关系质量，进而提高顾客的忠诚度。同时，实证结果亦验证了Singh和Sirdeshmukh(2000)提出的购后时点满意→购后信任→忠诚的理论模型，对满意与信任之间，孰因孰果的问题，在互联网渠道中提供了验证与解答。为了使此次互联网渠道顾客感知价值的研究更加丰满，更具有理论和实践意义，做到知其然，更知其所以然，本文最后阶段的研究工作聚焦于互联网渠道不同类型的顾客感知价值的前因探查。这一阶段的研究在把握“利得”和“利失”两个方面的前提下，将顾客通过互联网渠道消费后，“利得”面中的服务质量细化成7个维度，在“利失”面中首次引入感知风险，整合构建了包含它们及产品感知质量、交易成本在内的互联网渠道不同类型顾客感知价值的驱动模型，并给出了实证检验结果。分析结果表明，互联网渠道顾客结果性感知价值的直接前因主要有：利得面包括产品感知质量、信息服务质量、联系与沟通服务质量和个性化服务质量；利失面包括交易成本和感知风险。互联网渠道顾客程序性感知价值的直接前因主要有：利得面只包括服务质量中的可靠性、个性化、联系与沟通、信息、设计与功能五个维度；利失面只包含交易成本，而感知风险对于消费者程序性价值感知的影响作用并不明显。互联网渠道顾客情感性感知价值的直接前因主要有：利得面只包括服务质量中的个性化、设计与功能、可靠性、联系与沟通、信息以及安全与保障六个维度，而产品感知质量未能通过显著性检验；利失面只包含交易成本，而感知风险对于顾客情感性感知价值的影响作用并不明显。本次研究的贡献在于：(1)依托心理学中的态度理论、信息系统中的TAM模型和消费者行为学中的手段—目的链方法，将互联网渠道顾客感知价值划分为三类：结果性价值、程序性价值和情感性价值，并基于中国网络消费者样本开发了相应的测量量表；(2)将互联网渠道顾客感知价值的3个维度引入到顾客忠诚的前因研究中，构建并实证了包含3个感知价值维度和关系质量的两个核心概念—满意和信任在内的互联网渠道顾客忠诚的驱动模型；(3)探查了互联网渠道顾客服务感知质量的7个维度、产品感知质量、交易成本、感知风险与互联网渠道顾客感知价值3个维度之间的关系，得到了各价值维度的驱动前因。更多还原

【Abstract】 The great influence of loyalty on companies’ profits has been widely proved in theoryand practice, so it is a popular research branch to detect the factors driving the customerloyalty. Fruitful results have been achieved on factors influencing loyalty in traditionalenvironment, however, whether these results are still applied to the new arising onlineenvironment, and whether there are some new factors in online environment are still neededto be detected in research. The research on factors influencing consumers’ loyalty in onlinechannels is just at beginning both in China and abroad, and these limited studies on thisquestion are based on different theories, and have found some factors influencing consumer’sloyalty. However, since these conclusions are mostly arrived from certain single perspective,they are still needed to be further detected.This thesis focuses on answering the question of how to build customers’ loyalty in thenew arising online retailing industry of China. Based on the thoroughly literature review ofresearch in this field, the viewpoint of building consumer loyalty of online channels throughvalue-based orientation is put forward. In order to make the research more precise,comprehensive and innovative, three stages of research work are conducted surrounding thecore concept of customer perceived value of online channels.First, on the basis of literature review, I synthesize those researchers’ opinions, anddefine consumer perceived value of online channels as consumer’s preference and evaluationof using the online channels to achieve their consuming goals and intention. Meanwhile,based on attitude theory of psychology, TAM model of information system, and the methodsof mean-end chains of consumer research, I further specify three kinds of perceived value:outcome value, procedure value and emotion value, and develop a reliable and valid scale byempirical research.Second, this thesis further uses the concept I have defined and the scale I have developedabove to the study of customer loyalty of online channels, and use three kinds of perceivedvalue as the antecedent variables and two core concepts of relationship quality, satisfactionand trust, as the mediator factors to build and test a consumer driven model of onlinechannels’ loyalty. Results show that perceived value is the most important antecedent factorsof consumer loyalty of online channels. In addition, the study in this stage also proves theimportance of relationship marketing in online business. By building and advancing therelationship to consumers, online companies can increase their consumer perceived value, andthen further increase customers’ loyalty. In the same time, the results also approve Singh andSirdeshmukh’s model of post-purchase satisfaction→post-purchase trust→loyalty (Singh and Sirdeshmukh, 2000), and provide an answer about the question of causal-effect relationbetween satisfaction and trust on online channels.Finally, in order to make the results more comprehensive in theory and practice, the laststage focuses on detecting the difference of the antecedents of perceived value amongdifferent types of consumers. To grasp both sides of return and lost, the study separates returninto seven dimensions and used perceived risk of online channels to represent lost for the firsttime. Through these analyses, a model integrated of different types of consumers’ perceivedvalue, product perceived quality and transaction cost of online channels is built and tested.Results show that for outcome value of online channels, direct antecedents of the returnaspect include product perceived quality, information service quality, connection andcommunication service quality, and individuation service quality, and the direct antecedentsof the lost aspect include transaction cost and perceived risk. For procedure value of onlinechannels, the direct antecedents of return aspect include reliability, individuation, connectionand communication, information, design and function of service quality, and antecedents oflost aspect only include transaction cost, and the influence of perceived risk is not significant.For emotion value of online channels, the direct antecedents of return aspect includeindividuation, design and function, reliability, connection and communication, informationand safe and security, and the influence of product perceived value is not significant. Thedirect antecedents of lost only include transaction cost, and the influence of perceived risk isnot significant.The contribution of this thesis mainly concentrates on the following three aspects. (1)Based on attitude theory of psychology, TAM model of information system, and the methodsof mean-end chains of consumer research, I specify three kinds of perceived value: outcomevalue, procedure value and emotion value, and develop a reliable and valid measurement scaleaccording to Chinese online consumer samples. (2) By introducing outcome value, procedurevalue and emotion value into the research of antecedents of customer loyalty of onlinechannels, I build and test the consumer driven model of online consumer loyalty in whichthree kinds of perceived value and the two kinds of core concepts of relationship quality,satisfaction and trust respectively, are included. (3) I detect the relationship between the sevendimensions of service perceived quality, product perceived quality, transaction cost andperceived risk and the three dimensions of perceived value of online channels, and find theantecedents of each dimension of perceived value.更多还原