顾客满意及顾客服务理论显示，创造独特的顾客体验有利于培育顾客忠诚、
降低顾客抱怨、提升市场份额，进而强化企业效益。顾客体验是顾客忠诚的重
要驱动因素，且驱动强度在不同消费者群体间呈现出差异性。识别顾客忠诚形成
机理的消费者差异性，是 O2O 企业创造持续竞争优势的必施之措。本研究正是从
消费者的视角出发，将传统的关于顾客体验与顾客忠诚关系方面的研究成果应用
于 O2O 领域，具体研究方面和结论如下
1. 总结形成了普适性较高的 O2O 顾客体验维度，构建了 O2O 模式下的顾客
体验→顾客忠诚概念模型；
2. 借助 Smartpls 软件对调查数据进行验证，确定了 O2O 模式下顾客体验→顾
客满意→顾客信任→顾客忠诚的影响路径；
3. 在确定的影响路径的基础上，借助 Smartpls-Fimix 方法，通过对潜在模型
的探索，分析消费者异质性对顾客体验与顾客忠诚关系的影响作用，并通过不同
潜在模型样本特征的总结，界定了 O2O 顾客的三个细分市场，即完美体验型消费
者、娱乐功能型消费者及视觉功能型消费者。研究表明，功能体验是消费者最为
重视的体验方面，顾客信任是顾客满意通向顾客忠诚的中间过渡阶段，三类消费
者之间在体验偏好及人口统计特征方面都存在较大差异，随着消费者生活阅历、
自身素养的不断提升，消费者对完美体验的追求意向越明显
本研究的增量贡献主要体现于以下两个方面：II
理论上，对 O2O 顾客体验→忠诚模型进行重新修正，有利于提升整体模型的
说服力，拓展消费者异质性理论在体验→忠诚关系理论方面的应用成果
实践上，近几年来，伴随电商发展的日趋成熟，O2O 这种将线上和线下融合
于一体的新型商业模式，已经凭借其强劲的生命力成为电子商务整体市场的主要
动力，研究 O2O 情境下的顾客细分策略，可为其差异化体验改善策略、忠诚培育
策略等奠定基础，对于整个电子商务市场的持续发展具有重要作用
关键词：O2O 模式；顾客体验；顾客满意；顾客信任；顾客忠诚；消费者异质性III
A Study on the Influence of Customer Experience
on the Customer Loyalty
— Exploring the Role of Customer Heterogeneity
Abstract
With the increasing penetration of the Internet on people's lives, the significance of
the internet to the consumers is no longer just an online platform, but also a bridge
connecting the virtual and real world. As a product conformed to the development of
market and competition demand, O2O model has been favored by speculators and
consumers, and it has developed rapidly. But at the same time, its immature business
model and the homogeneous and low customer loyalty and other issues are gradually
emerging, bringing obstacles to the long-term development of it. Therefore, enterprises
in the field of O2O who want to be standing out in the same class should exploring how
to enhance customer stickiness.
Customer satisfaction and customer service theory show that creating a unique
customer experience is conducive to cultivate customer loyalty, reduce customer
complaints, enhance market share, and thus enhance the efficiency of enterprises. The
customer experience is an important driver of customer loyalty, and the driving strength
shows difference in different customer groups. Identifying the diversity in the formation
mechanism of loyalty from the perspective of customers is necessary measures for the
online retail enterprises to create sustainable advantages. This paper aims to apply the
traditional research on the relationship between customer experience and customer
loyalty in the field of O2O from the consumer’s perspective. The specific research and
conclusions are as follows.
Firstly, through summarizing the basic theory of customer experience, we form the
O2O customer experience dimensions with high applicability and construct the
conceptual mechanism of the chain from the customer experience to customer loyalty in
the context of the O2O mode.
Secondly, based on the confirmation of the survey data with the SMARTPLS
software, we determine the final influence path from customer experience to customerIV
satisfaction to customer trust to customer loyalty of the O2O mode.
Finally, based on the final path, we validate the effect of customer heterogeneity on
the relationship customer experience-loyalty and find that there are three segments
which are perfect experience pursuer, entertainment functional and visual functional
consumers. Studies have shown that functional experience is the most important one of
all aspects and customer trust is a mediator from customer satisfaction to loyalty. There
are significant differences in customer preferences and demographic characteristics
within the three segments and the intention to pursue perfect experience is stronger with
the improving of the customers’ life experiences and overall qualities.
The incremental contribution mainly includes two aspects:
Theoretically, updating the mechanism model from customer experience to
customer loyalty is conducive to enhance the persuasion of the overall model and
expand the application of the consumer heterogeneity theory in the effects on the
relationship between the customer experience and customer loyalty.
Practically, with the growing maturity of the development of electricity suppliers in
the recent years,O2O ,as a new business model integrating the online and offline ,has
been the main power of the overall e-commerce market with its’ strong vitality.
Exploring the segmentation strategy in the context of O2O is beneficial for enterprises
to build differentiated experience improvement and loyalty cultivation strategy and it
also plays an important role in the sustainable development of the entire e-commerce
market.
Key Words: O2O Mode; Customer Experience; Customer Satisfaction; Customer Trust;
Customer Loyalty; Customer HeterogeneityV
目 录
第一章 绪 论...........1
一、研究背景及意义....1
二、研究内容及框架....5
三、研究方法及手段....6
第二章 文献回顾.....7
一、O2O 模式研究....... 7
（一）O2O 模式概念.........7
（二）O2O 模式的特征.....8
（三）O2O 模式的分类.....9
（四）O2O 模式理论研究总结..10
二、顾客体验研究......12
（一）顾客体验概念....... 12
（二）顾客体验维度....... 14
三、顾客忠诚研究......18
（一）顾客忠诚概念....... 18
（二）顾客忠诚的形成过程.......20
四、顾客体验对顾客忠诚的影响机理研究22
（一）直接影响....22
（二）通过顾客情感间接影响...22
（三）综合影响....22
五、消费者异质性理论研究.23
第三章 模型与假设提出..25
一、模型提出...25
（一）认知阶段--O2O 顾客体验...........25
（二）情感阶段：顾客满意和顾客信任..........28
（三）行为意向阶段：顾客忠诚.......... 29
二、研究假设...30
（一）主要效应....30
（二）调节效应....32VI
第四章 研究方法...34
一、 数据收集 34
（一）问卷设计及数据收集.......34
（二）信度及效度分析...36
（三）模型的估计方法...37
第五章 实证分析与结果..39
一、主要效应检验......39
（一）修正模型探索....... 39
（二）修正模型确定....... 44
二、调节效应检验......45
（一）内在异质性调节效应.......45
（二）显性异质性的调节作用...48
第六章 研究结论、启示及展望.55
一 、研究结论 55
（一）主效应讨论55
（二）调节效应讨论....... 55
二、研究启示...57
（一）实践启示....57
（二）理论启示....58
三、研究局限...58
参考文献....... 59
附录 O2O 模式下顾客体验对顾客忠诚影响研究调查问卷.65
致谢....67
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