C2C模式下顾客建言行为对网店绩效的影响研究-基于物流服务质量声誉的调节作

C2C模式下顾客建言行为对网店绩效的影响研究-基于物流服务质量声誉的调节作用(硕士)(论文43000字)
摘要
进入21世纪以来，互联网技术的不断发展逐步改变并塑造了全新的生活方式。随着2010年左右电子商务市场的快速发展，互联网购物已经成为了近十年来中国消费的一股热潮并逐渐渗透入社会各个阶层，并对于增进社会就业，拉动经济增长起到了重要的作用。因此，在这种背景下，如何提高电商平台网店的绩效对于促进就业，完善网上交易模式及网店经营方面就有着不言而喻的作用。
在众多的电商模式中，C2C（Customer to Customer）模式作为率先打开市场的线上购物模式，在今天仍然在电商平台模式中占据着稳定的客户群体及交易体量，因此对于C2C模式下的网店绩效相关研究也不断展开。在以往的研究中，大多将研究视角放在因果关系与中介作用中，对于调节作用的研究相对较少，因此，本文结合实际C2C购物经验与体会，并从以往的研究中顾客建言行为这一新的消费者行为理论角度出发，研究其对于网店绩效的影响作用并且探究在网店处于不同的物流服务质量与声誉条件下二者对于这种关系的调节作用，以期发现在不同的网店属性下顾客建言行为对于网点绩效影响作用的强弱，通过实证研究为网店经营者的运营重点及策略提供理论上的支持。通过数据分析，本文得出了以下结论：第一，顾客建言行为对于网点绩效有着显著的正向影响作用；第二，物流服务质量能够正向调节这种正向关系，即在网店提供高物流服务质量（低物流价格）的情况下，这种正向影响关系会加强；第三，声誉能够负向调节这种正向关系，即在网店自身处于高声誉（高信用水平与低售后服务率）水平下，这种正向影响关系会降低。

ABSTRACT
Since the beginning of the 21st century, the development of Internet technology has gradually changed and shaped a completely new way of life. With the rapid development of e-commerce market around 2010, Internet shopping has become a craze for Chinese consumption in the past decade and has gradually infiltrated all sectors of society and played an important role in promoting social employment and stimulating economic growth. Therefore, how to improve the performance of e-commerce platform store has a self-evident effect on promoting employment, improving the online trading mode and online store management in this context.
Among numerous e-commerce models, C2C (Customer to Customer) as the first online shopping model to open the market, still occupies a stable customer base and transaction volume in e-commerce platform mode today, so the C2C mode performance-related research is also constantly expanding. In the past researches, most researches focus on causality and mediation, and there are few researches on regulation. Therefore, based on the actual C2C shopping experience, and derive the previous research on customer counseling behavior (a new consumer behavior theory point), try to study its impact on the performance of online shop and explore the regulation of the relationship between the conditions of different logistics service quality and reputation in the online shop in order to find the different online shop customer advice behavior attribute for the strength of network performance impact, finally, provides theoretical support for the operation focus and strategy of online shop operators through empirical research. Through data analysis, this paper draws the following conclusions: First, the customer advice behavior has a significant positive impact on the network performance; Second, the quality of logistics service can positively regulate the positive impact, in other words, this positive relationship will be strengthened if online shop offers high logistics service quality (low logistics price); thirdly, reputation can negatively regulate this positive relationship, in other words, this positive impact will be reduced when the online shop in a high reputation (high credit level and low after-sales rate) level. [资料来源：THINK58.com]

目录
C2C模式下顾客建言行为对网店绩效的影响研究    5
——基于物流服务质量、声誉的调节作用    5
第一章 绪论    5
1.1 选题背景    5
1.2 研究问题与研究意义    6
1.3 论文结构    8
第二章 理论基础与文献综述    9
2.1 顾客建言行为理论综述    9
2.2 网店绩效理论综述    15
2.3物流服务质量理论综述    19
2.4声誉的理论综述    24
第三章 研究假设与概念模型的构建    27
3.1 研究假设的提出    27
3.2 概念模型的构建    32
3.3 变量的测量    32
第四章 数据分析与假设检验    33
4.1 数据来源与样本特征    33
4.2 数据收集    34
4.3 数据分析    35
4.4 回归分析与假设检验    36
4.5 本章小结    39 [来源：http://www.think58.com]
第五章  结论与展望    41
5.1 研究结论    41
5.2 研究的创新与不足    42
5.3 研究展望    43
参考文献    44
致谢    54