【作者】 王晓宁；

【导师】 王翔；

【作者基本信息】 南京大学 ， 企业管理， 2021， 硕士

【副题名】基于客户关系质量视角

【摘要】 随着数据信息产业的不断发展以及各行各业对大数据技术的深入融合应用,大数据“杀熟”现象开始层出不穷并成为舆论的焦点。尤其在技术与生活深度融合的今天,电子商务已经不再局限于网络购物,订餐外卖、旅游出行、交通住宿、网络游戏等都属于电子商务的重要组成部分。大数据技术为电商平台收集用户数据、对客户精准画像提供了前所未有的便利,因而电子商务领域成为大数据“杀熟”的重灾区。另外一方面,客户抱怨一直是理论界和实务界研究的焦点问题,了解大数据“杀熟”情景下的客户抱怨对于企业有效管理客户抱怨有着重要意义。大数据“杀熟”作为一种比较新的社会现象,造成的社会负面影响广泛,但在管理层面的研究有所不足,对于“杀熟”对消费者造成的影响和作用机制目前也尚不明确。所以,有必要深入探究消费者在经历大数据“杀熟”后的行为变化及其内在作用机制。基于上述研究背景,本文从实际热点出发,以美团外卖会员配送费要比非会员费送更贵这一事件作为研究情景,着眼于客户在遭遇“杀熟”后的心理和行为变化,通过扩展Stephens和Gwinner(1998)的认知—情绪模型,构建了完整的“杀熟”感知—客户抱怨模型。通过问卷星平台收集有效样本数据228份,运用AMOS26.0及SPSS26.0进行共同方法偏差检验、描述性统计分析、信度、效度检验以及相关实证分析。研究结果表明:(1)客户“杀熟”感知对客户满意、客户信任以及关系承诺有负向显著影响,客户满意、客户信任以及关系承诺对客户私人抱怨和直接抱怨有负向显著影响;(2)客户关系质量的中介作用是存在的,且是部分中介;(3)感知抱怨成本对顾客关系质量和客户直接抱怨之间的关系存在正向调节作用。最后,客户遭遇“杀熟”后的主要诉求是表达不满、发泄情绪以及直接向商家抱怨以解决问题,基于此本文对商家经营和平台管理提供了相关建议。更多还原

【Abstract】 With the development of the data and information industry and the in-depth integration and application of the big data technology in our life,the phenomenon of big data "affinity" begins to emerge and becomes the focus of public.As a result of the integration of technology and life,e-commerce is no longer limited to online shopping.Delivery food,travel,accommodation,transportation,online games and so on all belong to an important part of e-commerce.Big data technology has provided unprecedented convenience for e-commerce platforms to collect user data and accurately picture customers.Therefore,the e-commerce field has become the disaster area of big data "affinity".On the other hand,customer complaints have always been the focus of theoretical and practical research.Understanding customer complaints in the context of big data "affinity" is of great significance for enterprises to effectively manage customer complaints.As a relatively new social phenomenon,big data "affinity" has been inadequately studied at the management,which has a great negative impact on the society.It is also unclear how it will affect consumers and how it will affect them.Therefore,it is necessary to deeply explore the behavioral changes of consumers after experiencing big data "affinity" and its internal mechanism.Based on the above research background,this paper starts from the actual hot spots and takes the event that the delivery fee of Meituan takeout membership is more expensive than that of non-membership delivery as the research scenario.It focuses on the psychological and behavioral changes of customers after big data "affinity" and expands the cognition-emotion model of Stephens and Gwinner(1998).Build a complete big data "affinity" perception-customer complaint model.228 valid sample data were collected through the questionnaire platform.AMOS26.0 and SPSS26.0 were used to conduct common method deviation test,descriptive statistics,reliability and validity test and empirical analysis.The results show that :(1)Customers’ perception of big data "affinity" has a negative and significant impact on customer satisfaction,customer trust and relationship commitment,while customer satisfaction,customer trust and relationship commitment have a negative and significant impact on customers’ private and direct complaints;(2)The mediating effect of customer relationship quality exists and it is a partial mediating effect;(3)Perceived complaint cost has a positive moderating effect on the relationship between customer relationship quality and customer’s direct complaint in the model.Finally,the main appeals of customers after big data "affinity" are to express dissatisfaction,vent their emotions,and directly complain to the merchant to solve the problem.Based on this,this paper provides relevant suggestions for merchant operation and platform management.更多还原