导　　师： 陈英毅

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 青岛理工大学

摘　　要： 随着互联网的兴起，电子商务逐渐成为一种普遍的网上交易方式。对于消费者来说，这种购物方式既可以节省时间，快速有效地获取信息，又可以在购物过程中结识更多的朋友，扩大自己的交友圈。但是近些年，越来越多的电子商务企业都想在网络市场分一杯羹，这就使得网络市场的竞争更加激烈。为了应对目前的危机，许多电子商务企业推出了层出不穷的营销策略，其中以网上节日促销活动最能赚人眼球。网上节日促销的方式有很多，目前应用最广泛的主要包括现金折扣、现金返券和赠品这三种方式。 顾客感知价值、顾客满意和购买行为三者之间的关系研究一直都是备受学术界关注的话题，同时也是中西方消费者行为研究中非常活跃的领域，学者们一致认为把顾客感知价值、顾客满意与购买行为这些消费者判断和行为操作同时放在一个研究框架中以比较它们之间的相互作用是非常有意义的。最近这几年，已经有学者从不同侧面分别对网络购物中的顾客感知价值、顾客满意和购买行为以及它们之间的关系进行了研究。但是到现在为止，还未有学者针对网上节日促销这个特殊的情境来探讨顾客感知价值、顾客满意以及顾客网购行为之间的关系。随着网络购物市场竞争的愈演愈烈，研究网上节日促销中顾客感知价值、顾客满意与顾客网购行为的影响关系有一定的现实意义。 基于此，本文在顾客感知价值、顾客满意以及购买行为的间接关系模型的基础上，提出了网上节日促销中顾客感知价值、顾客满意以及顾客网购行为的关系模型，并且运用数据处理软件对该模型中的假设关系进行了验证，得出了如下结果：（1）网上节日促销中，顾客感知价值五维度对顾客满意都有直接影响但影响程度不同；（2）网上节日促销中，顾客感知价值五维度对顾客网购行为都有直接影响但影响程度不同；（3）网上节日促销中，顾客感知价值五维度通过顾客满意对顾客网购行为都有间接影响但影响程度不同。 本文的创新性主要在于：/(1/)在Sweeney感知价值四维度模型的基础上引入服务价值，构建了网上节日促销的五维度模型，即质量价值、价格价值、服务价值、情感价值以及社会价值；（2）将顾客感知价值、顾客满意以及购买行为的关系放到了网上节日促销这个特定的情境中，首次提出了网上节日促销中顾客感知价值、顾客满意以及顾客网购行为的关系模型，并对该模型中的假设关系进行了验证；（3）研究结果指出，顾客感知价值中的社会价值和情感价值对顾客满意以及顾客网购关系的影响程度要远远大于顾客感知价值的其他三个维度，这一点从侧面印证了网上节日产生的社会根源即网上节日是电子商务企业为了迎合目标群体的情感和社会心理需求而产生的一种网络文化。 With the rise of the Internet, e-commerce has become a common way of onlinetrading.Consumers can not only obtain the information more conveniently and quickly,but aiso can expand their scope of interpersonal communication.In order to obtain thefavor of consumers, business operators had to fight in the network marketing, in orderto get more profits.But in recent years, more and more e-commerce enterprises want toshare the Internet market, which makes the competition of the network market moreintense.In order to deal with the crisis, many e-commerce companies launched emergein an endless stream of marketing strategy. Among it the network Festival promotioncan most catch people's attention. The cash discounts,the cash coupons andgifts are mainly the three ways of the network promotion The study on the relationship between customer perceived value, customersatisfaction and behavior tendency has been a topic of concern and it is also a veryactive field of western consumer behavior research. The scholars all think that thecustomer perceived value, customer satisfaction and behavior tendency placed in aresearch framework to compare the interaction between them will undoubtedly be ofgreat significance.In recent years, some scholars from different sides has studiedrespectively the customer perceived value, customer satisfaction and purchase behaviorand the relationship between them. But until now, there is no scholars to explore therelationship between the customer perceived value, the customer satisfaction and thecustomer hopping behavior in the holiday promotion of the internet.Along with thenetwork shopping market competition intensified, it is a certain practical significance tostudy the relationship between the customer perceived value, the customer satisfactionand the customer online shopping behavior in the holiday promotions online. Based on this, this paper mainly studies the relation of the the customer satisfactionand the customer online shopping behavior in the holiday promotions online. The paperalso put forward the relationship model of the customer perceived value,the customersatisfaction and the customer shopping behavior in the online holiday promotions anduse the data processing software to verify the assumption relation in the model.Theresults are as follows: /(Ⅰ/) In the online holiday promotions, the five dimensions of the customerperceived value significantly effect the customer satisfaction in a differehnt degree. /(Ⅱ/) In the online holiday promotions, the five dimensions of the customerperceived value significantly effect the purchasing behavior in a differehnt degree. /(Ⅲ/) In the online holiday promotions, the five dimensions of the customerperceived value have a significant indirect influence on the purchasing behavior throughth customer satisfaction The innovation of this paper lies mainly in: /(Ⅰ/) The paper construct the five dimension model of the customer perceived valuein the online holiday promotions, namely the quality value, the price value, the servicevalue, the emotional value and the social value. /(Ⅱ/)The paper first propose the relationship model of he customer perceivedvalue,the customer satisfaction and the customer shopping behavior in the onlineholiday promotions and the assumption of the relation of the model is verified. /(Ⅲ/) The results pointed out, the social value and emotional value have a biggerimpact on the customer satisfaction and the customer online shopping behavior than theother three dimensions of the customer perceived value.

关 键 词： 网上节日 网上节日促销 顾客感知价值 顾客满意 顾客网购行为 从众性购买行为 冲动性购买行为

分 类 号： [F274]

领　　域： [经济管理] [经济管理]