论文总字数：25043字

目 录

摘 要...................................................................................................................I

Abstract.............................................................................................................II

1 绪论................................................................................................................1

1.1 研究背景、目的及意义............................................................................................1

1.1.1 研究背景..............................................................................................1

1.1.2 研究目的..............................................................................................2

1.1.3 研究意义..............................................................................................2

1.2 总体研究思路及主要内容......................................................................................3

1.2.1 总体研究思路.......................................................................................3

1.2.2 主要内容..............................................................................................3

2 文献综述......................................................................................................4

2.1 关于顾客满意度的研究概述.................................................................................4

2.2 关于天猫商城的顾客满意度的研究概述...............................................................5

3 研究设计......................................................................................................4

3.1 研究方法..............................................................................................................6

3.2 顾客对天猫商城满意度的作用模型......................................................................6

3.2.1 作用模型的建立.................................................................................6

3.2.2 作用模型的假设.................................................................................8

4 实证分析......................................................................................................8

4.1 信度检验..............................................................................................................9

4.2 效度检验.............................................................................................................9

4.3 回归分析.............................................................................................................9

5 研究结论与启示.......................................................................................12

5.1 研究结论............................................................................................................13

5.2对国内B2C营销模式下的电商的建议.................................................................13

6 结语..............................................................................................................15

参考文献..........................................................................................................16

致谢...................................................................................................................17

附录..................................................................................................................18

B2C模式下顾客满意度研究——以天猫商城为例

周慧敏

，China

Abstract：The rapid development of a substantial increase in the level of China's economic and science and technology to promote the popularization of the Internet, this series of progress has led to the rapid progress of electronic commerce, and Tmall mall is the field of electronic commerce under the mode of B2C leading enterprise, this paper mainly studies the B2C electronic commerce transaction under the customer satisfaction in Tmall mall as an example. First of all, looking at the existing research results at home and abroad, according to these findings, summed up the Tmall mall potential impact on customer satisfaction some of the specific factors. Secondly, according to summarize the influential factors that may exist on the Tmall mall customer satisfaction questionnaire, Tmall mall staff conducted a questionnaire survey, the questionnaire to wait until the number when the number of data re established questionnaires, through the analysis of reliability and validity of this questionnaire is effective. Then, through the SPSS linear analysis, we get the conclusion that the commodity attributes, network security and service value are the factors that affect the customer satisfaction of Tmall mall. In the final part of this article, several improvements will be presented on how to influence the customer satisfaction in the Tmall mall, thereby enhancing customer satisfaction. Suggestions for the problem include the following aspects: rich product types, improve product quality, improve the authenticity of the goods displayed, improve customer service system, improve logistics distribution methods.

Key words: customer satisfaction; Tmall mall; B2C

1 绪论

1.1 研究背景、目的及意义

1.1.1 研究背景

根据中国互联网络信息中心（CNNIC）在京发布的第39次《中国互联网络发展状况统计报告》的数据得出，中国从1994年正式接入国际互联网，从那个时候开始算起，一直到2016年12月，我国互联网使用人数已经达到7.13亿，相当于整个欧洲的人口总数量，互联网普及率为53.2%，已经超出全球的互联网普及率的平均水平3.1个百分点，超过亚洲平均水平7.6个百分点，互联网改变了中国乃至全球人民的生活方式和工作模式。21世纪的人们目前在工作和生活的方方面面都已经无法离开互联网，互联网使得全球人民的工作和生活都变得非常方便，不再像之前那样繁琐。在中国，互联网发展的初期，它的应用主要体现在小范围内的电子邮件，随着互联网的广泛普及， China Net、CER net、CST net、China GB net等多个互联网项目在全国范围内相继启动。互联网也渐渐进入全国人民的生活和工作。

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