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    政大機構典藏 > 商學院 > 統計學系 > 學位論文 >  Item 140.119/135933
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/135933


    Title: B2C電子商務公司發展趨勢——以三隻松鼠公司為例
    The development trend of B2C E-commerce companies——take the three squirrels company as an example
    Authors: 馮悅
    Contributors: 鄭宇庭
    馮悅
    Keywords: 電商
    三隻松鼠
    客戶滿意度
    客戶回購率
    Date: 2021
    Issue Date: 2021-07-01 17:41:57 (UTC+8)
    Abstract: 隨著電子商務的飛速發展,平臺和產品的設計開始趨於一致,缺乏明顯特徵, 商家產品的可替代性增強,競爭力減弱。在這種競爭市場上,如何穩定客戶群,擁有不斷的客戶流量,成爲企業需要解決的核心問題。企業需要對顧客滿意度進行管理,提升客戶的消費體驗感,增強客戶滿意度,保證企業積極健康的發展進度,讓企業實現可持續性發展,在激烈的競爭中立於不敗之地。
    本文選取價格滿意度、種類滿意度、品質滿意度、包裝滿意度、服務滿意度、 物流滿意度作爲整體客戶滿意度的細分維度。在客戶滿意度的基礎上,結合三隻松鼠目前的發展情況,進行實證分析,採用問卷調查的方法,調查消費者對三隻松鼠產品的滿意度。根據收回的有效問卷,分析調查結果,將研究結果與三隻松鼠現狀相結合,提出優化建議,希望能提高客戶的消費體驗,加強消費者的滿意度,促使形成重複購買率,提高品牌價值。
    Reference: 一、中文文獻
    1.史有春,劉春林.顧客重複購買行為的實證研究.市場行銷,2005.8(1):35-41
    2.史烽.網路購物顧客體驗對重購意向影響的實證研究.電子商務,2015(31):86-88.
    3.李東進, 楊凱, 周榮海. 消費者重複購買意向及其影響因素的實證研究. 管理學報, 2007.4(5).
    4.呂贊、陳志剛.企業電子商務盈利模式及策略分析.赤峰學院學報.2018.74-76.
    5.吳芝新.簡析O2O電子商務模式.重慶科技學院學報.2012(13):73-74.
    6.何 瑛.外向型企業B2C跨境電商出口平臺的對比和選擇分析.電子商務,2017.24.
    7.金燕波,李佳寧.電子商務背景下企業行銷模式創新建議.警官園地.2020:75-76
    8.郭國慶,周健明,姚亞男.網站體驗行銷對網站品牌形象和用戶體驗價值的影響研究.經濟與管理評論,2013(6;)58-65.
    9.陳振華.基於ACSI模型的生鮮電商顧客滿意度的實證研究.現代商業.2018( 2) :11-12.
    10.梁政華,戴世鼎,徐世榮.基於SEM網路購物線上線下全流程感知體驗研究[D].暨南大學, 2015.
    11.程煥煥. B2C 模式下網購顧客滿意度測評研究[D]. 山東: 山東財經大學, 碩士學位論文, 2014.
    12.賈兆穎,王哲璿,張金樂,王雙進.美國、英國、日本生鮮電商行業發展模式對中國的啟示.世界農業, 2016(8): 39-42.
    13.溫秋華,王海剛. 我國中小外貿企業應用B2C跨境電商平臺問題的探討. 經營管理者, 2017.9.
    14.趙兵.電子服務領域如何達到消費者滿意.經濟論壇。2005(5):131-132.
    15.樊菊花. 基於模糊綜合評價法對網購消費者的滿意度評價. 市場研究, 2017, 000(006):31-32.
    16.羅娟娟, 許仲生. 我國出口跨境 B2C電子商務代運營發展研究. 湖南工業大學學報, 201.20(5).

    二、英文文獻
    1.Carbone L P., Haeckel S H, &Berry L L.. How to Lead the Customer Experience .Marketing Management, 2003, 12.
    2.Dariusz S.The development of electronic commerce in agribusiness:The Polish example.Procedia Economics and Finance,2015(23):1314-1320.
    3.Darmawan N, Lin B. Adoption of 3G services among Malaysian consumers: an empirical analysis[J].International Journal of Mobile Communications, 2010, 8(2):129-149.
    4.Dhruv Grewal, Michael Levy, V. Kumar. Customer Experience Management in Retailing:An Organizing Framework. Journal of Retailing, 2009.85(1),1-14.
    5.Giese, J.L. and Cote, J.A. (2000) Defining Consumer Satisfaction. Academy of Marketing Science Review, 1, 1-27.
    6.Holbrook M B. Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay[J]. Journal of Business Research, 2006, 59(6):714-725.
    7.Rigdon E, Ringle CM, Sarstedt M, et al. (2016)Assessing Heterogeneity in Customer Satisfaction Studies:Across Industry Similarities and Within Industry Differences.
    8.Roy Souvik, Raju Amar, Mandal Santanu. An Empirical Investigation on E-Retailer Agility, Customer Satisfaction, Commitment and Loyalty[J]. Business: Theory and Practice, 2017, 18:97-108.
    9.Spreng, R.A., MacKenzie, S. B., and Olshavsky, R.W. Reexamination of the determinants of consumer satisfaction [J]. Journal of Marketing, 1996, 60(3):15-32.
    10.Werner J.Reinartz,V.Kumar.(2003)The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration.Journal of Marketing.
    11.Woodside A G,FREY L L,DALY R T.Linking service quality,customer satisfaction,and behavioral intention.Journal of Health Care Marketing,1990(4),5-17.
    Description: 碩士
    國立政治大學
    統計學系
    108354030
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0108354030
    Data Type: thesis
    DOI: 10.6814/NCCU202100533
    Appears in Collections:[統計學系] 學位論文

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