【作者】 朱洁；

【导师】 易法敏；

【作者基本信息】 华南农业大学 ， 企业管理， 2020， 硕士

【摘要】 信息技术的高速发展及“互联网+”战略的深入改变了我国消费者购物观念及习惯,使传统零售行业纷纷走上新零售的转型途径。2016-2019年,国务院先后颁布多个重要文件支持和推动传统零售行业转型。社区生鲜电商即“生鲜+社区+O2O”,亦称为生鲜电商O2O,它是新零售模式在生鲜电商领域的一个新探索。对比传统生鲜电商及农贸市场,社区生鲜电商强调线上线下融合发展,线上功能除了展示商品信息外,还通过建立本地社群的方式为消费者提供在线互动平台;而线下体验功能则增加了电商的真实感。因此,该商业模式不仅赢得了商业资本的进驻亦赢得了消费者的青睐。在一、二线城市,可供本地居民选择的社区生鲜电商商家就有二、三十家,这也意味着商家之间存在巨大竞争,社区生鲜电商立足社区,及时感知消费者需求、与消费者建立良好关系以便为商家获取消费者忠诚,成为生鲜电商商家获取竞争优势的重要途径。关于顾客忠诚的研究,大多数文献从技术/交易的角度探索消费重复购买行为及推荐行为的影响因素,鲜有文献从关系角度考虑顾客忠诚。因此,为了更全面的研究顾客忠诚的影响因素,本研究采用综合视角,认为顾客忠诚应该包括行为忠诚和态度忠诚两个方面;同时,从关系角度考虑社区生鲜电商线上社交互动与线下顾客体验两大特征对消费者忠诚度的影响。本研究借助Crosby(1990)的关系质量模型,构建了社区生鲜电商消费者忠诚度模型,并以广州地区居民作为研究对象,通过在当地社区生鲜电商商家微信群发放在线问卷的形式收集数据,并借助SPSS、AMOS软件验证理论模型。结果表明,社区生鲜电商两大特征变量(社交互动与顾客体验)会积极影响企业与消费者之间关系的建立及消费者的忠诚度;社交互动对消费者满意度没有显著影响,顾客体验是影响消费者满意度的主要因素;社交互动能通过影响社区生鲜电商消费者对企业的信任进而影响其忠诚度;顾客体验能通过影响社区生鲜电商消费者对企业的信任和满意度进而影响其忠诚度。基于研究结果,本文为社区生鲜电商从业者提出两点建议:社区生鲜电商的社交互动功能够促进消费者对企业的信任及忠诚,因此管理者应该注重虚拟社区的运营;社区生鲜电商企业管理者应该致力于线上线下融合发展,为消费者提供无缝式、场景化的消费体验。更多还原

【Abstract】 The rapid development of information technology and the deepening of the "Internet +" strategy have changed consumer shopping concepts and habits,making traditional retail industries embark on New retails business model.From 2016 to 2019,the government has issued several important documents to support and promote the transformation of the traditional retail industry.Community fresh e-commerce is "fresh ecommerce + community + O2O",also known as O2 O of fresh e-commerce,it is a new exploration of the New retail model in the field of fresh e-commerce.Compared with traditional fresh e-commerce and traditional markets,community fresh e-commerce emphasizes the integration of online and offline development.In addition to displaying product information,online functions also provide consumers with an online interactive platform by establishing a local virtual community;while offline Experience features increase the realism of e-commerce.Therefore,this business model not only won the presence of commercial capital but also won the favor of consumers.In the first-and secondtier cities,there are two or thirty fresh e-commerce merchants in the community for local residents to choose from,which also means that the fierce competition between businesses.Community fresh e-commerce based on the local community,timely sensing consumer demand,and establishing good relationships with consumers have become an important way for businesses to gain consumer loyalty.Regarding the research on customer loyalty,most literatures explore the factors affecting consumer repeat purchase behavior and recommendation behavior from the perspective of technology / transaction.Few literatures consider customer loyalty from the perspective of relationships.Therefore,in order to study the influencing factors of customer loyalty more comprehensively,this study adopts a comprehensive theory that customer loyalty should include two aspects of behavioral loyalty and attitude loyalty;at the same time,Consider the influence of social interaction and customer experience on consumer loyalty from a relationship perspective.In this study,a cross-border relationship quality model of Crossby(1990)was used to build a community fresh e-commerce consumer loyalty model.The residents of Wushan / Shipai area in Guangzhou were used as the research object.Collect data by issuing online questionnaires,and verify the theoretical model with the help of SPSS and AMOS software.The results show that the two characteristic variables of fresh food e-commerce in the community(Social Interaction and Customer Experience)will positively affect the establishment of the relationship between the company and consumers and consumer Loyalty;Social Interaction has no significant impact on consumer Satisfaction,and Customers Experience is the main factor that affects consumer Satisfaction;Social Interaction can affect the Trust of the fresh food e-commerce consumer in the community and then affect its Loyalty;Customer Experience can affect the Trust and business of the fresh food e-commerce consumer in the community by affecting the community Satisfaction in turn affects its Loyalty.Based on the research results,this article puts forward two suggestions for community fresh e-commerce practitioners: The social interaction function of community fresh e-commerce can promote consumers’ trust and loyalty to enterprises,so managers should focus on the operation of virtual communities;community fresh e-commerce business managers should be committed to online and offline integration and development to provide consumers with a seamless and scenario-based consumption experience.更多还原