关系导向、涉网度对关系质量的影响研究
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摘要
技术是营销实践最重要的影响因素之一。新技术的使用会影响消费者的知识、态度、行为，进而改变企业的营销观念、战略和方法。因此，了解技术如何在营销实践中发挥作用并将其整合到营销中是营销研究者和实践者面临的一个重要课题。今天，技术与营销均得到长足发展：一方面，互联网是信息技术发展的最新成果，也是影响营销实践最重要的技术因素；另一方面，关系营销已成为学术界和实务界最关心、最热点的课题。那么，互联网如何影响关系营销理应成为当代营销学者面临的重要课题。
尽管目前学术界对于互联网与关系营销的关心问题进行了一些有意义的探讨，但对于互联网对关系营销的影响机理还知之甚少。基于此，本论文将采用实证研究的方法探究互联网如何在关系营销实践中发挥作用，以弥补理论研究的欠缺，也期望能为企业实践提供理论依据。
本研究首先采取文献回顾加深度访谈的方式对关系导向的概念、内涵进行全面深入研究，同时根据文化的层次理论，解析关系导向的结构，提出关系导向包括价值观与活动两个部分，而关系导向的活动还可以进一步分解为关系信息活动与关系情感活动。根据上述观点，在问卷调查的基础上开发了关系导向的测量量表，并对关系导向内部结构进行验证。随后，本研究根据文献回顾与企业实践，提出互联网对关系导向影响的内外两重性，并进一步揭示互联网影响的根源在于网络用户的活动，基于此观点提出三类互联网用户主体：企业、顾客与行业，并构造了三个能够反映互联网影响本质的三个概念：企业涉网度、顾客涉网度、行业涉网度。最后，本研究构建了三个涉网度概念与关系导向、关系质量的关系模型，并通过问卷调查收集数据，对模型进行了检验。
本研究的主要创新在于：首先，提出关系导向的概念架构，进一步明确了关系营销的内涵，为该领域实证研究提供基础，同时也为企业实践关系营销哲学提供思路与方向。其次，开发关系导向测量，包括关系导向价值观、关系信息活动与关系情感活动量表。再次，提出互联网对关系导向的两重性影响，并将其进一步细化为三个影响源，就此提出企业涉网度、顾客涉网度、行业涉网度三个反映互联网影响力的变量。最后，提出互联网与关系导向、关系质量的影响关系模型，并进行验证。
Technology is one of the most important factors which influence marketing practice. Utilization of a new technology will affect consumers' knowledge, attitudes and behaviors, thus change marketing concept, strategies and methods of firms. Therefore, one of the paramount research topics for both researchers and practitioners is to understand how technologies affect marketing practices and how to integrate technologies into marketing. Nowadays, great developments occur both in technology and marketing fields. On the one hand, Internet is the new result of IT development, which becomes one of the most important technological factors instantly. On the other hand, one hot topic in marketing is relationship marketing which attracts most eyes in both academe and practice. Then, one important topic contemporary marketing researchers face is how the Internet affects relationship marketing practice.
Although some researches have explored the relationship between the Internet and relationship marketing, little effort has made to learn the influencing mechanism of the Internet on relationship marketing. Therefore, this dissertation will study on such research question with empirical methods, which will fill the gaps in academic research and is expected to provide theoretical base to practices.
This dissertation will make clear on definition and meaning of relationship orientation basing on literature review and depth interview with marketers and managers. Furthermore, this construct is regarded as a second-level one, which includes shared value and activities which is formed by information activities and emotion activities. Then, measurements will be developed for relationship orientation shared value, information activities and emotion activities and structure of relationship orientation is also confirmed. Thereafter, basing on literature, this dissertation considers that there are two-side effects of the Internet on relationship orientation and the double effects are the results of the Internet users' activities with the Internet. Accordingly, three concepts are presented here, which are firm Internet involvement, customer Internet involvement, and industry Internet involvement. At last, research model is presented including firm Internet involvement, customer Internet involvement, industry Internet involvement, relationship orientation, and relationship quality. Data are collected by questionnaire and analyzed to test the research model.
The contributions of this dissertation are as following: firstly, relationship orientation construct is conceptualized and operationalized, which will provide research base for empirical study in relationship marketing field, and contribute to implementation of relationship marketing concept in practices. Secondly, measurements of relationship orientation including share value, information activities, and emotion activities. Thirdly, two-side effects of the Internet on relationship orientation are discussed and detailed into three influencing sources. Consequently, three new construct, firm Internet involvement, customer Internet involvement, industry Internet involvement, are presented. Fourthly, research model of the Internet influencing on relationship orientation and relationship quality are presented.
尽管目前学术界对于互联网与关系营销的关心问题进行了一些有意义的探讨，但对于互联网对关系营销的影响机理还知之甚少。基于此，本论文将采用实证研究的方法探究互联网如何在关系营销实践中发挥作用，以弥补理论研究的欠缺，也期望能为企业实践提供理论依据。
本研究首先采取文献回顾加深度访谈的方式对关系导向的概念、内涵进行全面深入研究，同时根据文化的层次理论，解析关系导向的结构，提出关系导向包括价值观与活动两个部分，而关系导向的活动还可以进一步分解为关系信息活动与关系情感活动。根据上述观点，在问卷调查的基础上开发了关系导向的测量量表，并对关系导向内部结构进行验证。随后，本研究根据文献回顾与企业实践，提出互联网对关系导向影响的内外两重性，并进一步揭示互联网影响的根源在于网络用户的活动，基于此观点提出三类互联网用户主体：企业、顾客与行业，并构造了三个能够反映互联网影响本质的三个概念：企业涉网度、顾客涉网度、行业涉网度。最后，本研究构建了三个涉网度概念与关系导向、关系质量的关系模型，并通过问卷调查收集数据，对模型进行了检验。
本研究的主要创新在于：首先，提出关系导向的概念架构，进一步明确了关系营销的内涵，为该领域实证研究提供基础，同时也为企业实践关系营销哲学提供思路与方向。其次，开发关系导向测量，包括关系导向价值观、关系信息活动与关系情感活动量表。再次，提出互联网对关系导向的两重性影响，并将其进一步细化为三个影响源，就此提出企业涉网度、顾客涉网度、行业涉网度三个反映互联网影响力的变量。最后，提出互联网与关系导向、关系质量的影响关系模型，并进行验证。
Technology is one of the most important factors which influence marketing practice. Utilization of a new technology will affect consumers' knowledge, attitudes and behaviors, thus change marketing concept, strategies and methods of firms. Therefore, one of the paramount research topics for both researchers and practitioners is to understand how technologies affect marketing practices and how to integrate technologies into marketing. Nowadays, great developments occur both in technology and marketing fields. On the one hand, Internet is the new result of IT development, which becomes one of the most important technological factors instantly. On the other hand, one hot topic in marketing is relationship marketing which attracts most eyes in both academe and practice. Then, one important topic contemporary marketing researchers face is how the Internet affects relationship marketing practice.
Although some researches have explored the relationship between the Internet and relationship marketing, little effort has made to learn the influencing mechanism of the Internet on relationship marketing. Therefore, this dissertation will study on such research question with empirical methods, which will fill the gaps in academic research and is expected to provide theoretical base to practices.
This dissertation will make clear on definition and meaning of relationship orientation basing on literature review and depth interview with marketers and managers. Furthermore, this construct is regarded as a second-level one, which includes shared value and activities which is formed by information activities and emotion activities. Then, measurements will be developed for relationship orientation shared value, information activities and emotion activities and structure of relationship orientation is also confirmed. Thereafter, basing on literature, this dissertation considers that there are two-side effects of the Internet on relationship orientation and the double effects are the results of the Internet users' activities with the Internet. Accordingly, three concepts are presented here, which are firm Internet involvement, customer Internet involvement, and industry Internet involvement. At last, research model is presented including firm Internet involvement, customer Internet involvement, industry Internet involvement, relationship orientation, and relationship quality. Data are collected by questionnaire and analyzed to test the research model.
The contributions of this dissertation are as following: firstly, relationship orientation construct is conceptualized and operationalized, which will provide research base for empirical study in relationship marketing field, and contribute to implementation of relationship marketing concept in practices. Secondly, measurements of relationship orientation including share value, information activities, and emotion activities. Thirdly, two-side effects of the Internet on relationship orientation are discussed and detailed into three influencing sources. Consequently, three new construct, firm Internet involvement, customer Internet involvement, industry Internet involvement, are presented. Fourthly, research model of the Internet influencing on relationship orientation and relationship quality are presented.
引文
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