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1、国内图书分类号：F713.56国际图书分类号：339.13学校代码：10213密级：公开经济学硕士学位论文零售业顾客资产驱动要素对特定购买行为的影响研究硕 士 研 究 生：林娜导师：曲维明教授副导师：邵景波副教授申 请 学 位：经济学硕士学科：国际贸易学所 在 单 位：经济与管理学院答 辩 日 期： 2011 年 6 月授予学位单位：哈尔滨工业大学Classified Index: F713.56U.D.C: 339.13Dissertation for the Master Degree in EconomicsAN EMPIRICAL STUDY ON THE INFLUENCE OFSP
2、ECIFIC PURCHASE BEHAVIOR AFFECTED BYCUSTOMER EQUITY DRIVING FACTORS OFRETAIL BUSINESSCandidate：Supervisor：Vice Supervisor：Academic Degree Applied for：Speciality：Affiliation：Date of Defence：Degree-Conferring-Institution：Lin NaProf .Qu WeimingProf .Shao JingboMaster of EconomicsInternational tradeScho
3、ol of Economics and ManagementJune, 2011Harbin Institute of Technology哈尔滨工业大学经济学硕士学位论文摘要随着零售业在社会经济中的作用不断增强，零售业已成为引领生产和消费的主导行业。改革开放以来，中国的零售业得到了飞速的发展，但同时外资零售企业以其先进的经营理念和营销手段，优质的商品和服务，超大的规模，完备的物流体系对国内零售企业的发展造成很大冲击。由于零售业的服务特点，顾客在其发展中有着至关重要的作用，因此运用顾客资产理论对顾客购买进行研究，来掌握其购买行为规律，制定有效的营销策略，实现企业经营目标，有着重要的意义。本文首
4、先系统梳理了国内外关于顾客资产和顾客购买行为的相关文献，在考虑零售业的定义和基本业态的基础上，对零售业的顾客购买类型、特征、影响因素和顾客资产驱动要素进行了分析，深入探讨了零售业顾客资产驱动要素的新内涵。其次，在理论分析的前提下，重点分析了顾客资产驱动要素对特定购买行为的影响，提出本文采用的研究假设和理论模型，力图找出顾客资产各驱动要素与购买频率和购买金额的相关关系及相关程度，找到哪些驱动要素对购买频率的影响更显著，哪些驱动要素对购买金额的影响更显著。最后，根据实证对象的特点，利用随机调查得到的数据，通过主成分回归分析方法，对特定购买行为进行了实证分析，其中包括指标的建立、数据质量分析、主成分
5、分析、多元回归分析等，得出顾客资产驱动要素对购买频率和购买金额的影响权重系数，明确影响程度和影响方向，从而对模型及假设进行检验和论证。关键词：顾客资产；驱动要素；购买频率；主成分分析-I-哈尔滨工业大学经济学硕士学位论文AbstractWith the increasing importance of retail business in society ecomomy, retailbusiness is becoming the dominant business that guiding the production and consumer.In the last 30 years,
6、the retail business in China makes great progresses. At the meantime, retail business of foreign enterprise has appeared in China and brings a greatimpact relying on its latest marketing strategies, high-quality goods and service, massorganization and complete transport. As the characteristics of re
7、tail business, customersplay important roles in the development of retail business. Therefore, it is significantlyimportant to do research on customer behaviors using customer equity theory to masterthe rules of customer purchase, make the effective marketing strategies and achieve thebusiness goals
8、.In this thesis, we firstly introduce the related literatures regarding the customerequity and purchase behavior. On the basis of the definition and basis forms of the retailbusiness, we analyze the types, characteristics, factors of customer purchase in retailbusiness, and thoroughly discuss the no
9、vel meaning of driving factors of customerequality. Then with the premise of theory analysis, we anlyze the affects of these drivingfactors on specific purchase behaviors, and propose the assumption and theoricalmodels used in the work, which are used to find which driving factors significantlyaffec
10、t the frequency of purchase, which driving factors significantly affect the amountof purchase. Finally, according to characteristics of empirical objects, using the randomsurvey data, we use the principal component analyse method to analyze the purchasebehavior, including the establishment of indica
11、tors, data quality analysis, principalcomponent analysis, multiple regression analysis, geting the weight coefficients of theaffect between the driving factors of customer equality and purchase frequency andamount, clearing the extent and direction of the affect, and thus test and verify themodel and hypothesis.Keywords: customer equity, driving factors, perchase frequent, principal componentanalysis- II -哈尔滨工业大学经济学硕士学位论文目录摘要 . IAbstract. II第 1 章 绪论 .11.1 问题的提出 .11.1.1 研究背景.11.1.2 研究的目的和意义.11.2 国内外研究现状 .31.2.1 顾客资产的相关研究.
