摘    要

随着互联网技术的飞速发展和扩张，电子商务被越来越多的企业和消费者接受，加之国际贸易的不断发展，越来越多的网络零售企业开始重视发展跨境业务。在竞争也愈发激烈的市场中，客户来源的不确定性和偶然性也不断增加，因此建立和提升客户忠诚度成为了B2C跨境网络零售企业获得竞争优势的关键。

本文围绕B2C跨境网络零售企业的客户忠诚度问题展开讨论。在总结和研究国内外众多关于客户忠诚理论研究的文献资料的基础上，结合了跨境电商的特殊环境，构建了基于跨境网络零售的客户忠诚度影响因素模型，具体由商家产品、品牌信誉、服务质量、国际物流、转换成本五大块构成。在实证研究中，本文以境外网购客户为对象进行了问卷调查以收集相关数据，并运用SPSS统计软件进行数据分析，以评价和验证研究模型。研究发现商家产品、品牌信誉、服务质量、国际物流、转换成本均有正向的影响作用，其中商家产品最为显著，其次分别为国际物流、服务质量、转换成本、品牌信誉。最后，根据实证分析的结果为B2C跨境零售商提出相关的经营策略。85189

Abstract

With the rapid development and of Internet technology, E-commerce is being accepted by more and more enterprises and consumers。 Along with the increasing of international trade, there are more and more online retailers start to develop cross-border business。 In the increasingly competitive market, the uncertainty of customer sources are also increasing。 Therefore, the establishment and promotion of customer loyalty has become the key to the competitive advantage of B2C cross-border online retailers。

This article discussed the problems of customer loyalty in cross-border online retailers。 On the basis of summarizing the domestic and foreign literature about the theory of customer loyalty, this article combined with the special environment of cross-border electronic commerce, constructed the influencing factors of customer loyalty model based on cross-border online retail。 The model consists of the product, brand reputation, service quality, international logistics and switching cost。 In the empirical study, the statistical analysis software—SPSS is used in data。 And the data based on the questionnaire from overseas online shopper。 The result demonstrated that the product, brand reputation, service quality, international logistics and switching cost all have a positive impact on online customers’ loyalty。 And among all the factors, the product is the most significant one, followed by international logistics, service quality, switching cost and brand reputation。 Finally, this paper puts forward some countermeasures and suggestions for the B2C cross-border online retailers on the basis of empirical analysis result。

毕业论文关键词：B2C; 跨境电商；网络零售；客户忠诚度；网上购物

Keyword: B2C; Cross-Border Electronic Commerce; Online Retail; Customer Loyalty; Online Shopping

目    录

摘    要 2

目    录 4

1。引言 5

1。1研究背景和意义 5

1。2研究方法 5

1。3研究路线 6

2。文献综述 6

2。1客户忠诚度的定义 6

2。2客户忠诚对跨境网络零售源Q于W优H尔J论K文M网WwW.youeRw.com 原文+QQ75201.,8766 的作用 7

2。3电子商务客户忠诚度影响因素及研究模型