【作者】 刘娜；

【导师】 沈蕾；

【作者基本信息】 东华大学 ， 企业管理， 2016， 硕士

【摘要】 自从2011年亚历克斯·兰佩尔提出O2O的概念,O2O全渠道模式就被应用在各行各业,尤其是一些生活服务领域,如餐饮,旅游,酒店等生活服务类团购网站的兴起,但目前发展情况令人担忧,嘀嗒团,千品网先后倒闭,糯米归于百度旗下,满座被苏宁并购,美团和大众点评合并成“新美团”,这场激烈的“百团大战”尚未尘埃落定,失败的例子就比比皆是。O2O全渠道模式在实物商品类领域的探索也逐步拉开序幕,传统零售服装企业美邦开启“生活体验店+美邦APP”的模式,绫致时装则采取“私人定制”模式,这些行动只是O2O全渠道模式的一些探索,对业绩还未起到明显拉动作用。而顾客的重复购买,交叉购买是建立在顾客满意的基础上的,因此,探索O2O全渠道模式下顾客满意度显着尤为重要。本研究以购买过传统零售服装企业产品的,并且对于同一个服装品牌(如NIKE或ONLY等)同时具有线上(官网,天猫旗舰店,APP等)购买和线下(实体店)购买的顾客为研究对象,基于前人顾客满意度的研究成果,结合O2O全渠道模式特征,归纳总结出影响O2O全渠道模式顾客满意度的一系列因素,线上影响因素为网页设计、产品质量保证、网站客服服务、网站个性化服务、物流;线下影响因素为实体店环境质量、实体店服务质量和产品吸引力。参考以往顾客满意度测评指标体系,形成本研究问卷,通过上海市龙之梦购物广场发放纸质问卷和问卷星平台发放电子问卷,共回收186份有效问卷,通过SPSS 21.0进行描述性、可靠性分析,AMOS 21.0进行模型拟合分析,标准化路径系数分析。结果显示,O2O全渠道模式顾客满意度作为合并型高阶构念在理论和数据拟合上都可以得到较好的支持,线上满意度和线下满意度对于O2O全渠道模式顾客满意度均具有较强的影响作用,相比而言,线上满意度的影响作用更为显著,其中,网页设计和物流对于线上满意度的影响作用较大,其次是产品质量保证和网站客服服务,而线下满意度中影响系数最高的是产品吸引力,它几乎等于实体店环境质量和实体店服务质量影响的总和。本研究以传统零售服装企业为例,创新性的用心理计量法构建了O2O全渠道模式顾客满意度的理论构念,并运用结构方程分析法得出各影响因素的路径系数,并在此基础上从线上线下两方面为传统服装零售企业提出相关的政策建议,希望企业在转型升级中,以提高O2O全渠道模式顾客满意度为核心,结合自身,有针对性的进行完善。更多还原

【Abstract】 Since Alex Lampel put forward the O2 O concept in 2011, O2 O full-channel model was applied in all industry, especially in some areas of life service, such as catering, tourism and hotel. But the current situation of group shopping sites is not optimistic, Didatuan and Quickerbuy site has closed down, Nuomi has attributed to Baidu, Manzuo.com has combined by Suning, Meituan and Dianping has merged, the fierce competition has not yet settled, examples of failure are everywhere. O2 O full-channel model is gradually applied in the field of physical commodities. The traditional retail clothing business Metersbonwe released the "life experience stores + APP" mode, Bestseller is to take "personal custom" mode, these actions are some exploration of O2 O channel model, but the performance is not working for business profit. The customer’s repeat purchase and cross purchase is based on the customer satisfaction. So the analysis of the influence factors of customer satisfaction under O2 O mode is significant.In the thesis, we study customers who purchased the products both in offline(retail stores) and online(official website, Lynx flagship store, APP etc.) for the same clothing brands(such as NIKE or ONLY etc.).The study is Based on the study results of previous customer satisfaction, combined with full channel mode O2 O features and summarized a series of factors that affect customer satisfaction. Online factors included web design, product quality, customer services, website personalized service and logistics; Offline factors included the store environmental quality, the store service quality and product appeal. The study questionnaire is refer to Customer Satisfaction Evaluation System in the past. Paper questionnaires is distributed in the Shanghai Dragon Dream Mall and electronic questionnaire is distributed in Star platform. 186 valid questionnaires were collected, we obtain descriptive and reliable analysis by SPSS 21.0 and the model fit analysis and standardized path coefficient analysis by AMOS 21.0.The results show that O2 O full-channel model of customer satisfaction as the combined type higher order constructs is supported both in the theory and data fitting, customer satisfaction of O2 O full-channel model is influenced in both online and offline. In contrast, the influence of online satisfaction is more significant, where web design and logistics have greater influence for online satisfaction, followed by product quality assurance and customer service website, while the product attraction has highest coefficient in offline satisfaction, its impacts is almost equal to the sum of the store environment quality and service quality.The study takes traditional retail clothing business as an example, to build a theoretical construct of the O2 O channel model of customer satisfaction by psychometric method. And use structural equation analysis method to get the path coefficients of various factors. Based on the analysis both from online and offline to make relevant policy recommendations for the traditional retail clothing business and Suggest enterprises to improve customer satisfaction of O2 O full-channel model as the core in the transformation and upgrading. In the end, the thesis concluded the study deficiency and discussed future research.更多还原