團購網站消費者忠誠度突變機制的研究

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團購網站消費者忠誠度突變機制的研究(任務書,開題報告,論文15000字)
摘要
隨著近幾年來電子商務模式的多元化發展,團購模式作為一種促進用戶消費的新型電子商務模式漸漸興起,團購憑借其價格優勢、便利、不受地域限制等優點成為用戶喜愛的網絡購物方式。然而隨著團購網站市場日趨激烈的競爭現狀,擺在團購網站面前的首要問題就是如何在價格戰的普遍趨勢下留住老用戶,減少用戶流失。因此發現消費者對團購網站忠誠度突變的內在規律,從而避免消費者的背叛,維持并提升消費者忠誠度非常重要。  
本文首先介紹了研究背景,然后對國內外團購網站消費者忠誠度影響因素的相關理論進行了介紹。由于目前幾乎沒有關于消費者忠誠度突變的研究成果,因此,本文又引入了突變理論,詳細闡述了突變理論的內涵和原理。借鑒尖點突變勢函數,構建了團購網站消費者忠誠度的尖點突變模型,并進行了假設和驗證。最后根據模型分析,對團購網站提升消費者忠誠度提出了相應的建議。
關鍵詞:團購網站;消費者忠誠度;突變理論;突變機制 
Abstract
With the diversified development of e-commerce model in recent years, the group purchase model has gradually emerged as a new type of e-business model to promote consumer consumption. The group purchase has become a popular way of Internet shopping with its advantages, convenience and no regional restrictions. However, with the increasingly fierce competition status of the group buying website market, the primary problem in front of the group buying website is how to retain the old users under the universal trend of price war and reduce the loss of users. Therefore, it is very important to find out the inherent law of consumers' loyalty to the group buying website, so as to avoid consumers' betrayal, maintain and enhance customer loyalty.
This paper first introduces the research background, and then introduces the relevant theories of influencing factors of customer loyalty at home and abroad. Because there are few research results about the mutation of consumer loyalty, this paper introduces the catastrophe theory, and expounds the connotation and principle of the catastrophe theory in detail. Using cusp catastrophe potential function, a cusp catastrophe model of customer loyalty of group buying website is constructed, and hypotheses and verification are made. Finally, according to the model analysis, the corresponding suggestions are put forward for improving the loyalty of group buying websites.
Key Words:the group buying site;the consumer loyalty;catastrophe theory;mutation mechanism
 

目錄
1 緒論    1
1.1 選題背景    1
1.2 研究目的    1
1.3 研究意義    1
1.4 研究方法與研究思路    2
1.4.1 研究思路    2
1.4.2 研究方法    2
2 相關文獻研究    3
2.1 團購網站消費者忠誠度相關概念及界定    3
2.1.1 網絡團購    3
2.1.2 團購網站    3
2.1.3 消費者忠誠度    3
2.2 團購網站消費者忠誠度影響因素的研究    4
2.3 突變理論的研究與應用評述    7
2.4 文獻綜述評價    9
2.5 本文研究方向    9
3 團購網站消費者忠誠度的尖點突變模型    10
3.1 團購網站消費者忠誠度影響因素分析    10
3.1.1 團購網站消費者滿意度    10
3.1.2 團購網站消費者信任    12
3.2 團購網站消費者忠誠度的尖點突變模型    13
4 團購網站消費者忠誠度突變模型的分析    16
4.1 團購網站消費者忠誠度突變過程    16
4.2 消費者滿意度是導致消費者忠誠度突變的主要因素    16
4.3 消費者信任決定消費者背叛的嚴重性    17
5 提升團購網站消費者忠誠度的策略    18
6 總結與展望    20
6.1 研究創新    20
6.2 研究不足    20
6.3 未來展望    20
參考文獻    21
致謝    24

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