顾客感知风险对关系质量影响研究--基于捆绑销售视角

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1、究需要提出本文的假设，假设捆绑销售下顾客感知风险的维度构成、顾客感知风险各维度对关系质量各维度的影响，并根据假设构建本文的研究模型和进行问卷的设计；第四章根据问卷收回的信息，进行样本统计性描述分析、信度和效度分析、Means均值分析、单因素方差分析、皮尔逊系数相关分析和回归分析，并在这些分析的基础上验证本文的假设；第五章总结本文的研究结论、根据研究的结论提出营销建议并展望后续的研究方向。关键词：顾客感知风险；关系质量；捆绑销售UAbstractAlongwiththedevelopmentofmarketeconomyinCh

2、ina，itismoreandmoreintensemarketcompetition．Ifenterpriseswanttobeableinthiskindofenvironmenttogaincompetitiveadvantage，toobtainlong-termdevelopment，也eymustbeconsumers鹊thecenter，嬲thestartingpo硫andthefootholdaboutmeirbusinessactivity．Thus，weproceedsystematic、in-depthr

3、esearchonthecharacteristicsofconsumers、consumptivepsychology，purchasingbehavior，etc．，ithasimportantreferenceandreferencevalueforenterpriseswhichpromotetargetedmarketingstrategy、meetconsumers’demand、catchconsumerpreferences．Intheenterprisemarketingactivitiesthebundli

4、ng-salehasbeenwidelyused，itplaysanimportantroleintheseaspectswhichaletoexpandtheirmarketshare、toimprovecustomersatisfaction、togetmarketcompetitiveadvantageforcompanies．Meanwhile，withthebundling-saletoappear，italsodeeplyaffectsconsumerspendinghabits、consumptionpsycho

5、logyandcollsumerbehavior．Hence，inthebackgroundofthebundling-sale，thispaperwillresearchconsumerpsychologyandpurchaseintentionwhentheypurchase．Beforeconsumerspurchasingbehaviorhappened，theywillevaluatethetargetofpurchase、evaluatethegainsandloseofpurchase，accordingtoth

6、eirpersonalevaluationofenterpriseanditsproducttheywillformlikeorpreferences，thentheywillproducepurchasebehavior，andthecustomerperceivedriskisanimportantpartofperceivedgainsandlose．GoodcustomerrelationshipqualityCanpromptconsumerstoproducethepreferencesaboutenterpris

7、eandmeirproducts，itwhichislong-termandstablecustomerrelationshipqualityisveryimportantforenterprisestablemarketshare．Sothisarticlewillstudyinbundling-salecircumstancesontherelationshipbetweenPerceivedRiskandRelationshipQuality、thecompositionofPerceivedRisk、theinflue

8、nceonPerceivedriskaffectstheRelationshipQuality．ThisarticleselectstheM-zoneasinvestigationease，theauthorutilizeSPSS17．0(Englishversion)toa