网络消费者满意的构成要素及其作用效果研究

Constituents and Empirical Study of E-consumer Satisfaction

本研究在文献回顾以及概念界定的基础上，考虑到网络消费情境中消费者的双重身份，整合营销领域和信息管理领域的消费满意和信息技术使用满意两个方面，考察网络消费者满意的构成要素，并探讨各构成要素对消费者网络购物满意度的影响。探索性因素分析和验证性因素结果表明网络消费者满意包括“信息沟通”、“技术沟通”、“客服沟通”和“配送沟通”四大构成要素，其中“客服沟通”和“配送沟通”对消费者总体满意和再次购买意向有较高的解释力。最后，本研究为电子商务网站和企业营销管理实践提出了一些建议。

Consumers in an internet shopping environment are not only customers in shopping places, but also users of information technology. In past research, the satisfaction level of both roles has been developed separately in the fields of marketing and management information systems. In this research, an instrument for measuring e-consumer satisfaction was proposed in the basis of literature review and conceptualization of some key words. The instrument was validated through exploratory factor analysis and confirmatory factor analysis. Exploratory factor analysis and confirmatory factor analysis showed that e-consumer satisfaction contained 4 dimensions including information communication, technical communication, service communicationand delivery communication. Some suggestions were proposed for e-commerce websites and marketing management of entrepreneurs.