基于双因素理论服装网络消费满意度研究

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1、AbstractWiththedevelopmentoftheInternetaswellasthechangeofcustomerlivingstyleandcustomerdemand，onlineshoppingasanewconsumptionpatternisgraduallyacceptedbyconsumers．Becauseofitsadvantagelikeconvenientandinformationsharing，Onlineshoppinggetsthefavourofmanyconsumers．However,aseriesofproblemslikelo

2、gistics．payment，qualityandservicealsograduallysurfaced．Inordertoimproveconsumersatisfactionandtoincreaseprofitandmarketshare，theclothingonlinestoresmuststandinthecustomer’Spositiontoconsiderthecustomertsneedsandperceptiontounderstandtheconsumeronlineshoppingbehaviors，Therefore，It’Snecessarytofu

3、llyunderstandthecharacteristicsofapparelonlineshoppingmarket，andtostudyfromempiricalsidethefactorsaffectingclothingonlineshoppingsatisfaction，aswellastheimportanceofthesefactors．Thisstudyselected10dimensionmeasurementonthebasisofpreviousliteratures．HerzbergMotivation—Hygienetheory,andthecharact

4、eristicsoftheonlinemarketandclothingproduct．Then，wedesignedthepracticeinvestigationforTmallclothingconsumerstodiscussedtheinfluencingfactorsofonlineclothingconsumptionsatisfaction．Thisstudyvalidatetheeffectofeachfactorforcustomersatisfaction，aswellastestinghypothesisandestablishingthemodel，byme

5、ansofSPSSstatisticaltools，andthemethodoffactoranalysis，Pearsoncorrelationanalysisandlogisticsregressionanalysis．TheConclusionshaveverygoodenlightenmentfortheclothingonlinestoresandthewebsite．Keywords：onlineclothingconsumption，Customersatisfaction，influencingfactor'Motivation-Hygienetheory目录第一章绪

6、论⋯．．⋯⋯⋯⋯⋯⋯．．⋯⋯⋯．．．．．⋯⋯⋯⋯⋯．⋯．⋯11．1研究背景⋯⋯⋯⋯⋯⋯．．．⋯．⋯⋯⋯．．⋯⋯⋯⋯．．⋯⋯．．11．2研究目的和意义．⋯⋯⋯．⋯．⋯．⋯⋯⋯⋯．．⋯⋯⋯⋯⋯．⋯主1．2．1研究目的⋯⋯．⋯⋯⋯．．．⋯．．⋯．．．．．⋯⋯．．．．．．．⋯．⋯．⋯21．2．2研究意义．⋯⋯⋯⋯⋯．．．．．．．．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．21．3国内外研究动态⋯⋯⋯⋯．．．⋯⋯⋯⋯．．．⋯⋯⋯⋯⋯⋯⋯．31．4研究内容⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯．⋯⋯⋯⋯⋯．⋯⋯．41．5研究方法．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯．⋯⋯．41．6研究的创新点⋯⋯⋯⋯⋯．．⋯．．⋯⋯．．．⋯⋯⋯

7、．⋯⋯⋯⋯．4第二章顾客满意相关理论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．52．1顾客满意的概念⋯⋯⋯．．⋯⋯．⋯．．⋯⋯⋯⋯．．．．．．．．⋯⋯⋯52．2顾客满意的价值⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯．⋯⋯．⋯⋯．62．3顾客满意度研究模型⋯⋯．⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．7第三章双因素理论在顾客满意研究中的应用研究⋯⋯⋯⋯⋯⋯⋯⋯⋯．．103．1双因素理论的提出⋯．⋯⋯⋯⋯．．．⋯⋯⋯．⋯⋯⋯．⋯⋯．⋯103．2双因素理论的解释⋯⋯．．．⋯⋯⋯．．．．．⋯⋯