网络购物顾客满意度影响因素的实证研究

Empirical Study of Influential Elements of E-satisfaction

基于预期不确认理论和服务质量衡量理论,建立了一个购物网站服务质量、顾客期望与网络顾客满意度之间关系的结构模型。将购物网站服务质量分为8个维度,分别是网站设计特色、网络安全性、网络互动性、顾客化服务、产品质量保证、便利性、价格优势和操作难易度,并以当前网络购物主体之一的在校大学生为调查样本对模型进行实证检验。实证研究结果支持这一理论模型和大多数假设,并表明消费者感知的购物网站服务质量和顾客自身对网站的期望共同决定其对购物网站的满意度,网站设计特色对网络顾客满意度并没有显著的正向影响,网络安全性、价格优势和产品质量保证是影响网络顾客满意度最为重要的因素。

Based on the expectation disconfirmation theory and measuring theory, this study proposed a theoretical model which reflects the relations among e-service quality （E-SQ）, customer expectation and e-satisfaction. E-SQ has 8 dimensions： website design characteristic, Internet security, Internet interactivity, custom- ization, product quality guarantee, convenience, price advantage and operation simplicity. The model is tested with the sample of the college students. The empirical results support the theoretical model and most of the hypothesis. The conclusion shows that e-satisfaction is determined by the E-SQ customer perceived and customer expectation. The conclusion also shows that website design characteristic is not a significant influential factor of e-satisfaction, but Internet security, price advantage and product quality guarantee are the most important factors of e-satisfaction.