【作者】 李博；

【导师】 于丽娟；

【作者基本信息】 沈阳工业大学 ， 企业管理， 2018， 硕士

【摘要】 零售业经历单渠道、多渠道、跨渠道阶段,目前已步入全渠道阶段,在这一新兴模式下的企业实施消费者体验,可增强顾客满意度和再购买意愿。现有对消费者体验影响因素的研究主要集中在线上与线下的双渠道模式下的表现,对全渠道零售的消费者体验关注不多,而且在各因素重要程度比较方面的研究稍显不足。因此,研究消费者体验在全渠道这种新的零售渠道下的表现具有一定的理论创新。本文借鉴已有研究成果,对消费者进行统计分析,开发不同于以前单渠道、多渠道、跨渠道等的全渠道顾客体验维度,包括:功能性维度、情感性维度、社会性维度三个方面。深入分析顾客在每一个阶段的心理特征和购买行为,构建了全渠道零售八个阶段的消费者体验影响因素指标体系。在马斯洛需求层次理论的基础上,将属于全渠道零售不同购买阶段的影响因素归类为生理体验、安全体验、归属体验、尊重体验和自我实现体验这五个方面,以各体验需求层次为载体对影响消费者体验的因素提出相关性的假设。最后,将调研所得数据进行实证分析,验证假设的合理性。并采用归类分析的方法将不同体验需求层次中各因素的重要性进行确定,为企业在全渠道零售模式下提升消费者体验满意度提供决策依据。本文的研究价值体现在两大方面:一方面,深入分析了我国消费者在全渠道这种全新零售模式下的体验诉求,构建了全渠道体验影响因素指标体系,深化了顾客体验的理论内涵。另一方面,结合马斯洛需求层次理论,具体分析了特定因素在各个体验需求层次中发挥的作用,深化了前人的工作,让人本主义观点回归并应用于新时代的营销环境之中,帮助企业在实践上有侧重性地把握消费者的体验需求。更多还原

【Abstract】 The retail industry has experienced single-channel,multi-channel,cross-channel and omni-channel stages.Enterprises in this emerging mode can enhance customer satisfaction and re-purchase intention by improving their experience.The existing research on the influencing factors of consumer experience mainly focuses on the performance of online and offline dual-channel mode,and pays little attention to the omni-channel retailing consumer experience.Moreover,the research on the comparison of the importance of various factors is somewhat inadequate.Therefore,researching consumer experience under the new omni-channel retail channel has certain theoretical innovations.This thesis draws on the existing research results,combined with China’s national condition to build an eight-stage consumer experience of omni-channel retail influencing factors index system,and stand in the point of consumers through in-depth analysis of customer psychology characteristics.Besides,Maslow’s five-level hierarchy of needs will be based on the theory.Evaluate the factors that influence the consumer experience by using various experience demand levels as the carrier.Finally,the method of categorized analysis is used to determine the importance of each factor in different levels of experience needs,which can provide decision basis for enterprises to enhance experience satisfaction in omni-channel retail model.The research value of this paper is embodied in two aspects: on the one hand,it analyzes the experience demand of Chinese consumers in this brand new retail mode,constructs the index system of the influence factors of the omni-channel experience,and deepens the theoretical connotation of the customer experience.On the other hand,combining the theory of Maslow’s demand level,this paper analyzes the role of specific factors in each experience demand level,deepens the work of the predecessors,and lets the humanistic viewpoint return to the marketing environment of the new era,and helps enterprises to grasp the consumer experience needs in practice.更多还原