B2C电子商务企业—客户间互动对客户体验影响研究
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摘要
互联网的快速发展和应用普及，使电子商务企业如雨后春笋般发展起来，基于网络技术的各种新兴商务模式的不断涌现，使体验成为最终向客户传递价值的纽带，且正在推动一场以客户体验进而转向客户忠诚为核心的“客户体验革命”。在买方市场导向和B2C模式背景下，人们生活方式和消费观念发生了质的变化，消费者关注焦点从单纯商品使用价值的实现转移到情感上的满足，关注“能否在消费中找到情感归属、获得尊重与自我价值实现”，电子商务企业间的竞争从有形产品和无形服务，进入到消费者身心感受，愉悦体验方面的体验竞争。与此同时，电子商务企业服务的同质化现象的日益加剧，商品价格和商品质量等商品属性的差异越来越小，客户体验的范畴也已经从“产品”扩展到“以产品为中心的整个服务过程”的体验。
买方市场导向和B2C模式在吸引了众多传统的企业向电子商务企业转型的同时，也引发了业界的普遍关注。因此，有效发现和管理客户资源的个性特质，提升客户体验和客户忠诚，创造体验价值将会成为企业的核心战略和提升核心竞争力的关键。
买方市场导向和B2C模式是电子商务企业与客户间在特定互动中个体独特的经历，是客户体验向客户忠诚渐进所追求的主要价值趋向。积极的客户体验不仅能够实现组织和客户的共同目标，而且也有助于增强客户忠诚。因此，B2C模式背景下，基于互动的全过程视角，研究企业—客户间互动对客户体验及其客户忠诚的影响机理，对于促进客户体验向客户忠诚渐进的理论完善和电子商务可持续发展具有重要的理论意义与实践价值。
本论文的基本目标为：以B2C模式下电子商务企业~客户互动对客户体验和客户忠诚的相互影响为研究的切入点，分析互动过程中影响客户体验和客户忠诚的主要因素。基于电子商务企业-客户互动的全过程视角，从感知体验、情感体验和信任体验三个方面构建了B2C电子商务客户体验的维度研究框架；构建了影响客户体验的概念模型；基于客户满意度的相关模型，构建了影响客户忠诚的概念模型，通过对提出的概念模型和理论假设进行实证检验，据此提出了增进客户体验和客户忠诚的相应策略。
本研究主要有以下几个方面的贡献：
（1）在对当前电子商务企业-客户间互动研究中存在问题进行深入分析的基础上，提出了新一代电子商务背景下B2C电子商务企业-客户间互动的定义，并对基于多视角的B2C电子商务企业-客户间互动性因子进行了归纳总结和研究。通过探索性因子分析，对研究中新提出来的B2C电子商务企业-客户间互动的各个维度和各个因素进行了验证和提取。
（2）探讨基于过程视角的B2C电子商务客户体验的构成要素，从感知体验、情感体验和信任体验三个维度构建了B2C电子商务客户体验的理论体系。
（3）构建B2C电子商务企业-客户间互动影响客户体验的概念模型，从B2C电子商务企业-客户间互动的功能性、信息性、响应性和自主性等四个方面以及B2C电子商务客户体验的关系视角提出了理论假设，并对提出的概念模型和理论假设进行实证检验。
（4）吸收和借鉴了客户满意度及其客户忠诚的相关研究成果，构建了B2C电子商务客户体验影响客户忠诚的概念模型，从三个方面提出理论假设，并对提出的概念模型和理论假设进行实证检验。
（3）和（4）的研究结论均建立在大量数据的定量分析与科学测度基础之上，提高了本研究的科学性与结论的可信度。
（5）在对B2C电子商务客户许可型互动及其面临的挑战进行深入分析的基础之上，提出了基于客户体验的B2C电子商务客户许可型互动优化的框架及改进策略。
With the rapid development and widespread application of the internet, thee-commerce enterprises have sprung up. Based on a variety of emerging businessmodel of network technology, experience has been the link to deliver value tocustomers and is promoting a revolution as the core for pushing for customerexperience and then to customer loyalty. Under the background of a buyer's marketorientation and B2C models, lifestyle and consumption concept has undergone aqualitative change. The focus shifted from simple consumer goods to realize the valuein use of emotional satisfaction. The customers concerns if they can find the emotionattribution get respect and self-actualization in their consumption. The competitionamong e-commerce companies has turned to the experience competition from tangibleproducts and intangible services into the consumer mind feeling and joyful experience.Meanwhile, the homogenization phenomenon between e-commerce services has beenincreasing more and more. The difference of prices and quality of commodity hasbeen getting smaller and smaller. The scope of the customer experience has also beenexpanded from "product" to "product-centric the entire service process "experience.
Buyer's market orientation and B2C models simultaneously attracted manytraditional enterprises transforming to e-commerce enterprises, but also sparkedwidespread concern in the industry.Therefore, the effective discovery andmanagement to personality traits of customer resource, improving customerexperience and customer loyalty, creating experiential value will become theenterprise's core strategy and the key to enhance the core competitiveness.
Buyer's market orientation and B2C model is individual and unique experiencebetween the enterprises and customers in a particular interaction and the main valuetendency from customer experience to customer loyalty.Positive customer experiencecan not only achieve the common goal of the organization and customers, but alsohelp to enhance customer loyalty. Therefore, under the background of B2C model andbased on the interaction of the whole process perspective, researching business-customer interaction between the customer experience and customer loyalty impactmechanism for the promotion of the customer experience to improve customer loyaltyevolutionary theory is important for sustainable development and e-commercetheoretical significance and practical value.
The basic objective of this dissertation is: Starting with B2C e-commercebusiness-customer interaction to the customer experience and customer loyalty,research the main factors affection the process of interaction of the customerexperience and customer loyalty. Based on e-commerce business-customer interactionperspective of the whole process between sensory experiences, emotional experienceand confidence, build a three dimensional framework of B2C e-commerce customerexperience and build a conceptual model of the impact on customer experience. Basedon customer satisfaction models, build a conceptual model of the impact of customerloyalty. According to empirical test on the proposed conceptual model and theoreticalassumptions, propose strategies to enhance the customer experience and customerloyalty.
The main contribution of this dissertation has the following aspects:
(1) Analysis on the current research among e-commerce business-customerinteraction and propose a definition of B2C e-commerce business-customerinteraction under the background of new generation of B2C e-commerce. Summarizeand research the multi-angle based factors among B2C e-commercebusiness-customer interaction. By exploratory factor analysis, verify and extract thevarious dimensions and various factors proposed by the new B2C e-commercebusiness-customer interaction.
(2) Explore the elements of the process perspective based B2C e-commercecustomer experience. Build the theoretical system of B2C e-commerce threedimensions of customer experience from sensory experiences, emotional experienceand confidence to experience.
(3) Construct the conceptual model of B2C e-commerce businesses-customerinteractions affecting the customer experience. Propose theoretical assumptions fromthe B2C e-commerce businesses-customer interaction between functionality,informativity, responsibility and autonomy to B2C e-commerce customer experience.Make empirical test for proposed concept model and theoretical assumptions.
(4) Absorb and learn the research results of customer satisfaction and customerloyalty. Build concept model of B2C e-commerce customer experience impacting onthe customer loyalty and propse three theoretical assumptions,. Make empirical testfor proposed conceptual model and theoretical assumptions.
Conclusions of (3) and (4) were based on a quantitative analysis of large amountsof data and scientific measurement. They can improve the scientific nature of thestudy and conclusions credibility.
(5) Based on analysis on the "customer permittion interaction" and the challengesfacing the B2C e-commerce, optimization framework of B2C e-commerce "customerpermittion interaction" mechanism and improvement strategies have been proposed.
买方市场导向和B2C模式在吸引了众多传统的企业向电子商务企业转型的同时，也引发了业界的普遍关注。因此，有效发现和管理客户资源的个性特质，提升客户体验和客户忠诚，创造体验价值将会成为企业的核心战略和提升核心竞争力的关键。
买方市场导向和B2C模式是电子商务企业与客户间在特定互动中个体独特的经历，是客户体验向客户忠诚渐进所追求的主要价值趋向。积极的客户体验不仅能够实现组织和客户的共同目标，而且也有助于增强客户忠诚。因此，B2C模式背景下，基于互动的全过程视角，研究企业—客户间互动对客户体验及其客户忠诚的影响机理，对于促进客户体验向客户忠诚渐进的理论完善和电子商务可持续发展具有重要的理论意义与实践价值。
本论文的基本目标为：以B2C模式下电子商务企业~客户互动对客户体验和客户忠诚的相互影响为研究的切入点，分析互动过程中影响客户体验和客户忠诚的主要因素。基于电子商务企业-客户互动的全过程视角，从感知体验、情感体验和信任体验三个方面构建了B2C电子商务客户体验的维度研究框架；构建了影响客户体验的概念模型；基于客户满意度的相关模型，构建了影响客户忠诚的概念模型，通过对提出的概念模型和理论假设进行实证检验，据此提出了增进客户体验和客户忠诚的相应策略。
本研究主要有以下几个方面的贡献：
（1）在对当前电子商务企业-客户间互动研究中存在问题进行深入分析的基础上，提出了新一代电子商务背景下B2C电子商务企业-客户间互动的定义，并对基于多视角的B2C电子商务企业-客户间互动性因子进行了归纳总结和研究。通过探索性因子分析，对研究中新提出来的B2C电子商务企业-客户间互动的各个维度和各个因素进行了验证和提取。
（2）探讨基于过程视角的B2C电子商务客户体验的构成要素，从感知体验、情感体验和信任体验三个维度构建了B2C电子商务客户体验的理论体系。
（3）构建B2C电子商务企业-客户间互动影响客户体验的概念模型，从B2C电子商务企业-客户间互动的功能性、信息性、响应性和自主性等四个方面以及B2C电子商务客户体验的关系视角提出了理论假设，并对提出的概念模型和理论假设进行实证检验。
（4）吸收和借鉴了客户满意度及其客户忠诚的相关研究成果，构建了B2C电子商务客户体验影响客户忠诚的概念模型，从三个方面提出理论假设，并对提出的概念模型和理论假设进行实证检验。
（3）和（4）的研究结论均建立在大量数据的定量分析与科学测度基础之上，提高了本研究的科学性与结论的可信度。
（5）在对B2C电子商务客户许可型互动及其面临的挑战进行深入分析的基础之上，提出了基于客户体验的B2C电子商务客户许可型互动优化的框架及改进策略。
With the rapid development and widespread application of the internet, thee-commerce enterprises have sprung up. Based on a variety of emerging businessmodel of network technology, experience has been the link to deliver value tocustomers and is promoting a revolution as the core for pushing for customerexperience and then to customer loyalty. Under the background of a buyer's marketorientation and B2C models, lifestyle and consumption concept has undergone aqualitative change. The focus shifted from simple consumer goods to realize the valuein use of emotional satisfaction. The customers concerns if they can find the emotionattribution get respect and self-actualization in their consumption. The competitionamong e-commerce companies has turned to the experience competition from tangibleproducts and intangible services into the consumer mind feeling and joyful experience.Meanwhile, the homogenization phenomenon between e-commerce services has beenincreasing more and more. The difference of prices and quality of commodity hasbeen getting smaller and smaller. The scope of the customer experience has also beenexpanded from "product" to "product-centric the entire service process "experience.
Buyer's market orientation and B2C models simultaneously attracted manytraditional enterprises transforming to e-commerce enterprises, but also sparkedwidespread concern in the industry.Therefore, the effective discovery andmanagement to personality traits of customer resource, improving customerexperience and customer loyalty, creating experiential value will become theenterprise's core strategy and the key to enhance the core competitiveness.
Buyer's market orientation and B2C model is individual and unique experiencebetween the enterprises and customers in a particular interaction and the main valuetendency from customer experience to customer loyalty.Positive customer experiencecan not only achieve the common goal of the organization and customers, but alsohelp to enhance customer loyalty. Therefore, under the background of B2C model andbased on the interaction of the whole process perspective, researching business-customer interaction between the customer experience and customer loyalty impactmechanism for the promotion of the customer experience to improve customer loyaltyevolutionary theory is important for sustainable development and e-commercetheoretical significance and practical value.
The basic objective of this dissertation is: Starting with B2C e-commercebusiness-customer interaction to the customer experience and customer loyalty,research the main factors affection the process of interaction of the customerexperience and customer loyalty. Based on e-commerce business-customer interactionperspective of the whole process between sensory experiences, emotional experienceand confidence, build a three dimensional framework of B2C e-commerce customerexperience and build a conceptual model of the impact on customer experience. Basedon customer satisfaction models, build a conceptual model of the impact of customerloyalty. According to empirical test on the proposed conceptual model and theoreticalassumptions, propose strategies to enhance the customer experience and customerloyalty.
The main contribution of this dissertation has the following aspects:
(1) Analysis on the current research among e-commerce business-customerinteraction and propose a definition of B2C e-commerce business-customerinteraction under the background of new generation of B2C e-commerce. Summarizeand research the multi-angle based factors among B2C e-commercebusiness-customer interaction. By exploratory factor analysis, verify and extract thevarious dimensions and various factors proposed by the new B2C e-commercebusiness-customer interaction.
(2) Explore the elements of the process perspective based B2C e-commercecustomer experience. Build the theoretical system of B2C e-commerce threedimensions of customer experience from sensory experiences, emotional experienceand confidence to experience.
(3) Construct the conceptual model of B2C e-commerce businesses-customerinteractions affecting the customer experience. Propose theoretical assumptions fromthe B2C e-commerce businesses-customer interaction between functionality,informativity, responsibility and autonomy to B2C e-commerce customer experience.Make empirical test for proposed concept model and theoretical assumptions.
(4) Absorb and learn the research results of customer satisfaction and customerloyalty. Build concept model of B2C e-commerce customer experience impacting onthe customer loyalty and propse three theoretical assumptions,. Make empirical testfor proposed conceptual model and theoretical assumptions.
Conclusions of (3) and (4) were based on a quantitative analysis of large amountsof data and scientific measurement. They can improve the scientific nature of thestudy and conclusions credibility.
(5) Based on analysis on the "customer permittion interaction" and the challengesfacing the B2C e-commerce, optimization framework of B2C e-commerce "customerpermittion interaction" mechanism and improvement strategies have been proposed.
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