电子商务中消费者体验满意度维度结构研究

An Empirical Study on the Dimension of Customer Experience Satisfaction in Electronic Commerce

分析了电子商务中消费者体验满意度维度结构,结果发现满意度可以较好地反映消费者体验的共性;以体验营销和消费者行为等领域的研究为基础,结合消费者与企业的互动情况,提出电子商务中消费者体验满意度包含信息搜索体验和网络购物体验两个维度的基本假设;通过问卷调查收集数据,分别应用探索性因子分析和验证性因子分析针对不同类型的消费者进行验证。结果发现,维度结构假设得到了实证支持。

This paper explores dimensions of customer experience satisfaction in e -commerce. It finds that satisfaction of experience can make a good explanation of customers＇interaction with e -companies; based on the existing literature, it develops basic assumptions that customers＇satisfaction of experience can be classified as information searching experience and net shopping experience in e - commerce ; it verifies the hypotheses among different types of customers by exploratory factor analysis and confirmatory factor analysis method. Finally, it finds that the dimension structure proposed is supported.