【作者】 王凯；

【导师】 白露；

【作者基本信息】 华东师范大学 ， 企业管理， 2017， 硕士

【摘要】 随着网络的日益普及以及人们生活水平的日益提高,网民的数量处在不断增长的状态,网络购物出现在人们的视野并且发展迅猛。购物网站其实就是一个电子超市,用户在网站内寻找商品、选择商品以及在线支付货款,作为电子商务企业的门户,通过网站设计为用户传达准确有效的信息、让用户在网站购物时有良好的体验并感知网站价值,形成依赖感,成为网站的忠诚客户。电子商务企业如何进行网站设计来提升竞争力、吸引更多的忠诚客户就显得尤为重要。本文将对影响电子商务企业顾客忠诚度的要素以及这些要素以何种方式对顾客忠诚度产生影响展开实证分析。本文首先对技术接受模型、网站设计、顾客忠诚度三大方面的文献研究进行了回顾;其次,借鉴前人的研究建立网站设计与顾客忠诚度关系的TAM模型并围绕着模型中的六大变量提出12条假设;第三,根据模型进行相应的量表设计、问卷设计,对初始问卷进行预调研,最后确定问卷内容并发放问卷、收集问卷;第四,通过spss软件对问卷信效度进行分析,对初始模型的12条假设进行检验,论文研究结果表明网站设计中的三个要素均对顾客忠诚度造成极其显著影响,同时也对两个中介变量造成影响;最后,根据分析得出的网站设计对顾客忠诚度的影响肌理以及网络购物用户结构,分别从不同角度提出若干条对策建议。更多还原

【Abstract】 With the increasing popularity of the internet and the improvement of people’s living standard,the number of internet users is increasing constantly.And online shopping appears in people’s vision and develops rapidly.The shopping website is actually an electronic supermarket for users looking for goods,selecting goods and paying online.As the portal of the e-business company,the quality of the website design will help the e-business company to convey valid information to their users and it will make users have a good shopping experience and then form a sense of dependence.Finally,these users will become their loyal customers.It is very important for e-commerce enterprises to design websites to enhance their competitiveness and attract more loyal customers.This paper will analyze the factors that influence customer loyalty of e-commerce enterprises and how these factors affect customer loyalty.This paper reviews the literature on the technology acceptance model,website design,customer loyalty in three aspects;secondly,from the previous study of relation between TAM website design and customer loyalty and around six variables in the model put forward 12 hypotheses;third,according to the model design and scale design,questionnaire the pre investigation of the initial questionnaire,and finally determine the contents of the questionnaire and questionnaire,collecting the questionnaire,have a certain understanding of the user based on the 1st Shop structure;fourth,based on the SPSS software,the reliability and validity of the questionnaire were analyzed,to verify the 12 assumptions of the initial model.The results show that the three elements of web design is extremely significant to influence customer loyalty.And also influence the two mediation variable.Finally,according to the analysis of the impact of the design of the website on customer loyalty and online shopping user composition,we put forward some suggestions and countermeasures from different angles更多还原