O2O电子商务顾客满意度影响因素研究

论文总字数：25182字

摘 要

O2O电子商务作为一个新兴市场，其前景光明，发展迅速。它为消费者提供了一种方便快捷的质量和数量消费方法，改变了消费者的消费观，带来了效益与便利，给供应商和网站提供了新的盈利方式。作为新宠儿，O2O电子商务模式有其存在的理由并且影响着顾客的需求。

然而O2O电子商务发展好坏，与顾客满意度直接相关，论文在分析满意度影响因素的基础上，构建了O2O顾客满意度模型——OECSIM模型，选择层次分析法确定指标体系，将满意度问题分解为多个可定量描述目标并确定其相对权重，计算出总体满意度。具体做法是通过问卷调查收集数据，计算出相关指标，建立隶属度表。用模糊综合评价法对这些指标进行测评，通过两两元素之间的关系，建立二级指标的判断矩阵；然后构建评价矩阵，确定一级指标的评价向量；最后通过综合评价向量以及判断矩阵计算出满意度值。同时论文辅以苏宁易购进行案例分析，一方面验证模型的有效性，另一方面为苏宁易购经营决策提供辅助建议。

关键词：O2O模式；顾客满意度；模糊综合评价法；层次分析法

Research on Factors Affecting Customer Satisfaction of

O2O E-Commerce

Abstract

As an emerging market, O2O e-commerce has a bright future and rapid development. It provides consumers with a convenient and rapid method of quality and quantity consumption, changes the consumer"s view of consumption, brings benefits and convenience, and provides new ways for suppliers and websites to make profits. As the new darling, the O2O e-commerce model has its reasons for existence and affects the needs of customers.

However, the development of O2O e-commerce is directly related to customer satisfaction. Based on the analysis of the factors that affect satisfaction, the paper constructs the O2O customer satisfaction model, OECSIM, and selects the AHP to determine the indicator system. The problem of satisfaction is broken down into several quantifiable objectives and its relative weight is determined to calculate the overall satisfaction. This is done through the collection of data through questionnaires, the calculation of relevant indicators, and the establishment of a reporting table. The fuzzy comprehensive evaluation method is used to evaluate these indicators. Through the relationship between the two elements, the judgment matrix of the secondary indicators is established. Then the evaluation matrix is constructed and the evaluation vector of the first level indicator is determined. Finally, the satisfaction value is calculated by synthesizing the evaluation vector and the judgment matrix. At the same time, the thesis is supplemented with the case analysis of Suning Easy Purchase. On the one hand, the validity of the model is verified, and on the other hand, it provides auxiliary suggestions for Suning Easy Purchase management decisions.

Keywords: O2O Model; Customer Satisfaction; Fuzzy Comprehensive Evaluation Method; Analytical Hierarchy Process

目 录

摘 要 II

Abstract III

第一章 绪 论 1

1.1 研究背景 1

1.2 研究目的及意义 1

1.3 研究内容及方法 1

1.4 论文框架 1

第二章 文献综述 3

2.1 O2O电子商务的综述 3

2.2满意度的研究综述 3

2.3 O2O电子商务顾客满意度研究方法综述 4

第三章 顾客满意度及其影响因素概述 5

3.1顾客满意度的基本内涵 5

3.2顾客满意度对O2O电子商务发展的意义 5

3.3 O2O电子商务顾客满意度影响因素 5

第四章 模型构建及指标体系确立 7

4.1理论基础 7

4.2模型构建 7

4.3指标的调整 8

4.4测量指标体系的确定 9

4.4.1测量指标体系构建的原则 9

4.4.2指标描述 9

4.4.3顾客满意度测评方法----模糊矩阵综合评价 9

第五章 基于OECSIM的苏宁易购顾客满意度分析 11

5.1 苏宁易购概述 11

5.2 数据采集 11

5.2.1问卷的设计 11

5.2.2问卷的发放与回收 11

5.2.3样本的个人信息分析 12

5.2.4问卷的信度检验 12

5.3基于模糊矩阵综合评价法的顾客满意度测评结果 13

5.3.1 数据统计与整理 13

5.3.2 测评结果计算 18

5.4 顾客满意度测评结果分析 20

5.5 基于顾客满意度分析的苏宁易购发展建议 21

第六章 结论及建议 22

6.1 结论 22

6.2 建议 22

6.3 不足与展望 22

致 谢 24

参考文献（References） 25

附 录 26

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