基于顾客让渡价值的消费者购物决策探讨

本文首先根据我国电子商务的发展现状,分析了消费者购物决策研究的重要性.在回顾传统的消费者决策模型和网上消费者购物决策模型的基础上,修正了消费者购物决策过程,从顾客让渡价值决定购买行为这一基点来构建购物方式决策模型,最后对该模型的优缺点进行了探讨,并对今后的研究方向作了预测并给予建议.     

网上购物顾客满意度研究

随着网上购物的逐渐普及,近年来针对网上购物的相关研究越来越多。基于顾客满意度理论,提出测量指标体系,通过定量分析及实证研究,得出结论：在网上购物过程中,导航简单明了、价格、注册过程、送货过程、产品质量、交付信息的安全性、对顾客抱怨的处理等因素的重要性较高,也是影响顾客满意度的主要因素。     

大学生网络购物顾客感知价值维度研究

基于对顾客感知价值要素的研究,初步构建网络购物模式下顾客感知价值要素体系,基于探索性因子分析发现大学生网购消费者的顾客感知价值由风险、网站设计、成本、服务、体验和便捷性六个要素构成,为网络商家提升大学生网购消费者顾客价值的感知,提高顾客满意度,实施有针对性的营销活动提供了依据。     

基于顾客满意度的消费者网购影响因素研究

随着互联网技术的迅速发展,网络购物已逐渐成为一种新型购物渠道。研究影响消费者网购过程中影响顾客满意度的因素对电商企业和顾客来说至关重要。本文在借鉴以往学者所提出的顾客满意度测评模型的基础上,结合网络购物中的实际情况,构建网络购物顾客满意度测评指标体系。运用SPSS 18.0对收集到的数据进行计算分析,得出网络购物顾客满意度指数为3.553,说明消费者对网络购物基本比较满意,而对网购顾客满意度影响最大的几个因子分别为商品属性、安全便利和物流配送。最后,提出改善网络购物顾客满意度的5点建议。     

顾客感知价值对消费者网购行为影响研究——以大学生群体为例

顾客感知价值一直是国内外学术界相关学者研究的重要课题,在移动网络普及的今天,网上购物已经成为广大消费者日常生活中不可缺少的一部分。本文从感知利得、利失及网络评价三个部分研究了顾客网购行为,提取了情境价值、信息价值、网站售后服务价值、辅助价值、情感价值、产品风险、服务不满等8个维度,研究这8个维度对消费者网上购买行为的影响。结果显示,信息价值、网站售后服务价值、辅助价值、情感价值等正向影响顾客网上购买行为,产品风险、服务不满负向影响顾客网上购买行为,网络评价正向影响顾客网络购买行为。据此,网络商家应关注信息提供、售后服务、辅助服务、消费者购物体验及网络评价等因素,降低消费者对产品的风险感知和对服务的不满。     

网上购物意图影响因素实证研究

理解消费者网上购物行为是发展网上购物的前提。本文在对前人研究成果进行回顾和总结的基础上,扩展了相关理论,提出了网上购物意图影响因素理论模型。运用自中国网上消费者的调研数据,使用结构方程模型验证了感知使用方便、感知效用、信任和感知风险等前因变量都显著地影响网上购物态度,购买态度决定购买意图,感知风险的中介效应获得数据支持,并证实了网上消费者的双重使用和购买特征,初步厘清了变量之间复杂的因果关系。     

影响网购顾客满意度因素的分析

随着社会的发展,网上购物已经离不开大家的生活。它以其方便快捷、价格低廉的优点被越来越多的消费者所选择。本文就是针对目前网上购物方式,顾客满意度因素做出详细的分析,希望使网上购物的流程更加规范化。     

基于顾客感知价值的网络营销策略

随着互联网的迅猛发展和相关产业的兴起,网络营销如雨后春笋,大有蔓延之势,直接冲击着各种传统营销方式,网上购物的数字连年不断的上升,充分显示了网上业务生机无限。同时,网络本身的特点和消费者个性化需求也促成了网络营销的发展。截至2008年12月31日,中国网民规模达到2.98亿人,这必然会增加消费者网上消费的可能性。鉴于此,本文对基于顾客感知价值的网络营销策略进行了探讨。     

消费者网店感知对信任感和忠诚度影响的实证研究

随着商业竞争由实体店面向虚拟店面蔓延,网络零售企业如何吸引消费者在虚拟环境中购物,如何留住顾客,成为学术界和实业界普遍关注的问题。本研究对186名网上购物消费者进行问卷调查,研究消费者的零售网店感知对信任感和忠诚度的影响。中介效应和调节效应的检验结果表明,对于重复购买的顾客,信任感对顾客忠诚起部分中介作用。购物网店美感、网店实用性和网店服务质量对顾客忠诚度的影响因顾客类型和产品类型的不同而不同。     

感知风险理论在网上购物中的应用

感知风险理论几十年的发展证明其在解释消费者行为方面的适用性。国外相关研究显示:消费者对风险的感知是阻碍其网上购物的一个重要因素。本文分析了消费者对网上购物的风险感知情况,包括网上购物感知风险的概念,感知的风险类型、风险表现及风险来源,并提出了降低风险的建议。     

在线拍卖数据价格敏感度量化实证研究

近年来,以C2C为主要形式的中国网络购物发展迅速,价格成为影响网上消费者购物决策行为的主要因素之一,如何对消费者价格敏感度进行量化逐渐成为关注的焦点。以淘宝网一口价数据为样本,实证研究了网购用户价格敏感度的量化问题,进行了商品价格与信用度偏相关分析,旨在为商品定价提供了建议。     

Negative and positive customer shopping experience in an online context

Underpinned by the Bagozzi and Dholakia (1999) goal setting and striving framework this research firstly develops a negative online customer experience model after which regulatory focus theory is used to compare this model with a positive online customer experience model. Analysis of responses from 201 respondents in the first study shows service failure causes negative affective and cognitive experience and has an impact on dissatisfaction and negative word of mouth in the online retailing context. Moreover, results of a second study among 200 respondents indicates that while customer priority in a successful shopping context is affective experience, in a service failure the customer priority moves from an affective to a cognitive experience. Similarly, compared to cognitive experience, affective experience has a higher impact on customer satisfaction and positive word of mouth in a successful shopping context, while in an unsuccessful shopping context cognitive experience has higher impact on dissatisfaction and negative word of mouth. The findings of this study contribute to customer experience management in both successful and unsuccessful shopping situations.     

网购认知与顾客抱怨行为的关系研究

在网络购物过程中,顾客会因各种产品质量问题而感到不满意,从而产生抱怨行为。基于此,文章在网络购物背景下,分析顾客抱怨行为的影响因素,通过层级回归方法,重点探讨网购认知与顾客抱怨行为的关系。研究发现网购认知与顾客抱怨行为倾向之间存在正向关系,网购认知越高,顾客抱怨行为倾向越高。并且网购认知对向卖方抱怨、私下抱怨以及向第三方机构抱怨等三类抱怨行为均存在较大影响。因此电子商务企业应加强顾客抱怨管理,提升顾客满意度。     

Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping values

Declining consumer footfall and diminishing sales in Indian metro cities have guided the expansion of malls in cities of central India. Shoppers of these cities are unfamiliar with the mall concept and have limited exposure of shopping values in the past. The present research focused on the influence of utilitarian and hedonic shopping values on satisfaction of mall shoppers of central India Bhopal by establishing a proposed research framework based on 288 responses from two shopping malls, using utilitarian and hedonic dimensions of shopping values. Confirmatory factor analysis and structural equation modeling (SEM) are used to analyze and validate the proposed research framework. The result supports the relationship between shopping values and customer satisfaction, where both the shopping values show positive significant influences on customer satisfaction. Therefore this research paper would help mall owners to focus on these shopping values effectively and efficiently while planning malls in central India for gaining competitive advantage, attracting new customer and hold their profitable customers by enhancing customer satisfaction with shopping values in the current retail scenario.     

The impact of perceived similarity to other customers on shopping mall satisfaction

This study highlights the role of social presence with other consumers in influencing consumers' satisfaction evaluations by exploring a question: can non-interactive social presence of other people affect satisfaction with shopping mall experience? Based on Latané's (1981) social impact theory and Byrne's (1971) similarity-attraction paradigm, this study posits that a mere presence of other shoppers can be influential when there is perceived similarity between a customer and others. Further, the similarity perception is hypothesized to influence customer's mall satisfaction through affective and cognitive processes. The findings from a large-scale online survey with consumer panel subjects in the U.S. support all study hypotheses.     

E-satisfaction: a re-examination

E-satisfaction as a construct has gained increasing importance in the marketing literature in recent times. The examination of consumer satisfaction in an online context follows the growing consensus that in Internet retailing, as in traditional retailing, consumer satisfaction is not only a critical performance outcome, but also a primary predictor of customer loyalty and thus, the Internet retailer's endurance and success. The current study replicates the initial examination of e-satisfaction within the U.S. by [Szymanski, David M., & Richard T. Hise (2000). E-satisfaction: An initial examination. Journal of Retailing, 76(3), 309-322] among a sample of online consumers drawn from Germany. The replication was extended to two contexts—consumer satisfaction with Internet retail shopping and consumer satisfaction with Internet financial services sites. The results yield rich insights into the validity of extending the measurement and predictors of e-satisfaction to a trans-national context.     

An attribute-based model of quality satisfaction for Internet self-service technology

Many factors may contribute to consumers' satisfaction with Internet shopping, but the issue has rarely been addressed from the perspective of customer participation. Drawing on the attribute-based model, this article examines the attributes important for consumer satisfaction with Internet-based self-service technology (ISST). In addition, the current study argues that the importance of the attributes in determining consumers' satisfaction would vary as a function of their readiness to adopt technology. A survey was conducted to collect data from experienced users of online travel agencies or bookstores. The results based on 459 participants show that efficiency, ease of use, performance, perceived control and convenience are attributes having significant impacts on users' satisfaction with ISST. This study also identifies three consumer segments among ISST users based on their scores on technology-readiness drivers and inhibitors. As predicted, the importance of each attribute at determining user satisfaction varies across the three segments. Finally, implications for managers and researchers are discussed.     

Does Online Information Drive Offline Revenues?: Only for Specific Products and Consumer Segments!

While many offline retailers have developed informational websites that offer information on products and prices, the key question for such informational websites is whether they can increase revenues via web-to-store shopping. The current paper draws on the information search literature to specify and test hypotheses regarding the offline revenue impact of adding an informational website. Explicitly considering marketing efforts, a latent class model distinguishes consumer segments with different short-term revenue effects, while a Vector Autoregressive model on these segments reveals different long-term marketing response.We find that the offline revenue impact of the informational website critically depends on the product category and customer segment. The lower online search costs are especially beneficial for sensory products and for customers distant from the store. Moreover, offline revenues increase most for customers with high web visit frequency. We find that customers in some segments buy more and more expensive products, suggesting that online search and offline purchases are complements. In contrast, customers in a particular segment reduce their shopping trips, suggesting their online activities partially substitute for experiential shopping in the physical store. Hence, offline retailers should use specific online activities to target specific product categories and customer segments.     

Share of wallet in retailing: the effects of customer satisfaction, loyalty cards and shopper characteristics

In retailing, consumers typically patronize multiple outlets. Thus, an important issue is why consumers vary in how they divide their purchases across outlets and how outlets can get a greater share of consumer expenditures. Two potential avenues for increasing customer share are to raise customer satisfaction, and increase repeat purchase through loyalty cards. This study examines the effects of customer satisfaction and loyalty cards as well as consumer characteristics on customer share spent on the primary grocery store. The findings suggest that customer satisfaction has a positive, albeit modest, effect on share while consumer economic shopping orientation has a negative direct effect on share. The economic orientation of shoppers, their felt importance of a personal relationship with store personnel, and the level of their aggregate purchase volume moderate the effect of satisfaction on customer share. Finally, the results provide mixed support for the impact of loyalty cards on customer behavior.