【作者】 王美远；

【导师】 温德成；

【作者基本信息】 山东大学 ， 工业工程（专业学位）， 2022， 硕士

【摘要】 近年来,直播电商正在飞速发展当中,通过观看电商直播进行购物也逐渐成为受消费者欢迎的线上购物方式。淘宝直播作为率先进军电商直播领域的线上购物平台,虽然在直播电商领域耕耘多年,但是近几年京东、拼多多等电商平台以及快手、抖音等短视频平台都在奋力进军电商直播赛道,淘宝在直播电商领域面对的竞争压力与日俱增。为帮助提升淘宝直播的用户满意度和用户忠诚度,本文从顾客契合的视角,探讨了淘宝直播用户满意度与忠诚度的前置影响因素。本文根据传统顾客满意度模型,并结合顾客契合的概念,根据淘宝直播的实际经营特点,构建了淘宝直播用户满意度与忠诚度模型。在本研究中,根据电商直播的特点,将传统顾客满意度模型中的感知质量进一步细分为产品质量、服务质量、互动质量、娱乐质量和氛围质量;将顾客契合进一步细分为顾客认知契合、顾客情感契合、顾客行为契合;将顾客忠诚进一步划分为顾客态度忠诚、顾客行为忠诚。在模型构建的基础上,参考国内外文献,并结合淘宝直播的特点,设计淘宝直播用户满意度与忠诚度测量量表,借助预调研对量表进行相应调整,利用“问卷星”平台完成淘宝直播用户满意度与忠诚度调研问卷的随机发放和回收。问卷数据收集完成后,进行信度、效度、模型拟合适配度的检验,通过检验后使用AMOS软件分析调查数据。使用AMOS软件分析后的结果显示,产品质量、服务质量和互动质量对顾客满意具有显著的正向影响作用;顾客认知契合、情感契合和行为契合对顾客满意具有显著的正向影响作用;顾客认知契合、情感契合和行为契合对顾客态度忠诚具有显著的正向影响作用;顾客认知契合、情感契合和行为契合对顾客行为忠诚具有显著的正向影响作用;产品质量、服务质量、互动质量、娱乐质量和氛围质量对顾客认知契合、情感契合和氛围契合均具有显著的正向影响作用;顾客满意对顾客态度忠诚和顾客行为忠诚均具有显著的正向影响作用;顾客态度忠诚对顾客行为忠诚具有显著的正向影响作用。根据研究结论,结合淘宝直播的运营现状,提出了有针对性的提升淘宝直播用户满意度与忠诚度的建议:(1)建立严格的选品制度,保障产品品质,提升服务质量,形成快速、安全的物流配送体系。淘宝直播所售产品的品质、售后服务质量、物流配送的安全性和及时性对用户的满意度有着显著的正向影响,选品是否严格、售后服务是否周到、物流配送是否快速都会直接影响用户对淘宝直播的满意度。(2)增强直播间互动性,营造用户购物临场感和亲近感。淘宝直播应当注重培养主播的讲解技能和讲解专业性,当用户对产品提出疑问时,主播应当对用户的问题快速予以解答。还可以根据直播间的粉丝数量,为直播间配备相应的在线疑问解答人员,通过弹幕回复的形式及时解答用户所提出的疑问。同时设置积分制度激励直播间的用户帮助解答其他用户的疑问,促进直播间用户与用户之间的互动交流。(3)增强直播间娱乐性,提升用户观看淘宝直播的热情度。淘宝直播可以定期邀请各大明星、网红做客直播间,在直播时让用户与受邀嘉宾积极互动;主播除了进行关于商品的专业讲解外,应经常与观众分享生活经历、娱乐八卦等,赢得用户的好感和信任;设计多样化的直播场景,避免千篇一律的直播风格和主播特点,不同产品系的直播内容和主播风格应当具有区别。(4)促进顾客契合,助推顾客满意和顾客忠诚。淘宝直播应当积极转变服务理念,将用户从最初的购买者逐步转化为淘宝直播的支持者、认同者,最后淘宝直播与用户形成利益共同体。淘宝直播可采取适当的激励促使,引导、促进用户积极与平台进行互动,通过平台与用户之间的交流互动,将用户转变为淘宝直播的拥护者和合作者,形成“购买—认可—契合—合作”的生态链。更多还原

【Abstract】 In recent years,live streaming is developing rapidly.Watching live streaming has gradually become a popular online shopping method for consumers.Taobao live streaming is the first online shopping platform to enter the field of live streaming of e-commerce.Although it has been working for many years in the field of live streaming,in recent years,many other business platforms such as JingDong,KuaiShou and other short video platforms are struggling to enter the live streaming of e-commerce.Taobao is facing great competition pressure in the field of live streaming of e-commerce.In order to help improve the user satisfaction and loyalty of Taobao live streaming,this thesis studies the factors affecting the user satisfaction and loyalty of Taobao live broadcast from the perspective of customer engagement.According to the traditional customer satisfaction model,combined with the concept of customer engagement,and according to the actual business characteristics of Taobao live streaming,this thesis constructs the user satisfaction and loyalty model of Taobao live streaming.In this study,according to the characteristics of e-commerce live,the perceived quality in the traditional customer satisfaction model is further divided into product quality,service quality,interaction quality,entertainment quality and atmosphere quality;Customer engagement is further divided into cognitive engagement,emotional engagement and behavior engagement;Customer loyalty is further divided into attitude loyalty and behavior loyalty.On the basis of model construction,referring to domestic and foreign literature and combined with the characteristics of Taobao live streaming,the measurement scale of Taobao live streaming user satisfaction and loyalty is designed.The scale is adjusted accordingly through pre investigation,and the questionnaire is distributed and collected by using the "questionnaire star"platform.After the questionnaire data is collected,the reliability,validity and fit of the model are tested.After passing the test,Amos software is used to analyze the survey data.The results show that product quality,service quality and interaction quality have a significant positive impact on customer satisfaction;Customer cognitive engagement,emotional engagement and behavioral engagement have a significant positive impact on customer satisfaction;Customer cognitive engagement,emotional engagement and behavioral engagement have a significant positive impact on customer attitude loyalty;Customer cognitive engagement,emotional engagement and behavioral engagement have a significant positive impact on customer behavior loyalty;Product quality,service quality,interaction quality,entertainment quality and atmosphere quality have significant positive effects on customer cognitive engagement,emotional engagement and atmosphere engagement;Customer satisfaction has a significant positive impact on customer attitude loyalty and customer behavior loyalty;Customer attitude loyalty has a significant positive impact on customer behavior loyalty.According to the research conclusion,combined with the current operation situation of Taobao live streaming,this thesis puts forward targeted suggestions to improve Taobao live streaming user satisfaction and loyalty:(1)Establish a strict selection system,ensure product quality,improve service quality,and form a fast and safe logistics distribution system.The quality of the products sold by Taobao live streaming,the quality of after-sales service,the safety and timeliness of logistics distribution have a significant positive impact on user satisfaction.Whether the selection is strict,whether the after-sales service is considerate,and whether the logistics distribution is fast will directly affect users’ satisfaction with Taobao live streaming.(2)Enhance the interaction between live streaming rooms and create a sense of shopping presence and closeness for users.Taobao live streaming should focus on cultivating the anchor’s explanation skills and professionalism.When users ask questions about products,the anchor should quickly answer users’ questions.According to the number of fans in the live streaming room,the live streaming room can also be equipped with corresponding online question answering personnel to answer the questions raised by users in time in the form of bullet screen reply.At the same time,set up a point system to encourage users in the live broadcasting room to help answer the questions of other users and promote the interaction between users in the live broadcasting room.(3)Enhance the entertainment of the live broadcast room and enhance the enthusiasm of users to watch Taobao live streaming.Taobao live streaming can regularly invite major stars and online celebrities to the live streaming room,allowing users to actively interact with invited guests during the live streaming;In addition to professional explanations on commodities,the anchor often shares life experience and entertainment gossip with the audience to win the favor and trust of users;Design diversified live broadcast scenes to avoid the same live broadcast style and anchor characteristics.The live broadcast content and anchor style of different product lines should be different.(4)Promote customer engagement and boost customer satisfaction and customer loyalty.Taobao live broadcasting should actively change the service concept and gradually transform users from the initial buyers to supporters of Taobao live streaming.Finally,Taobao live broadcasting forms a community of interests with users.Taobao live broadcast course adopts appropriate incentives to guide and promote users to actively interact with the platform.Through the communication and interaction between the platform and users,users will be transformed into users and partners of Taobao live streaming,forming an ecological chain of "purchase--recognition-engagement--cooperation".更多还原