B2B电子中介用户满意实证研究

The Empirical Research on User Satisfaction for B2B E-intermediary

在已有理论成果和方法的基础上,结合B2B电子中介的特征,提出用户满意测评概念模型。然后采集数据,运用部分最小二乘法(PLS)构建B2B电子中介用户满意的测评模型,并获得影响用户满意的主要因素。最后结合二维象限法获得影响用户满意的底层关键因素,以期为B2B电子中介的管理决策提供指导。

Based on existing theoretical results and methods, this paper theorizes a measurement model of user satisfaction. Then, seven research hypotheses derived from this model are empirically validated by using a field survey, PLS （Partial least squares-Struc- tural equation modeling） approach is used to test seven hypotheses, user satisfaction model of B2B e-intermediary is presented, and in- fluential factors of user satisfaction is gained. Finally, the paper analyses deep key factors of user satisfaction by means of two-dimensional quadrant method, providing guidance for management and decision-making of B2B e-intermediary.