网络商店满意度影响因素的实证分析

Empirical Study on Influencing Factors of Online Store Satisfaction

互联网环境下,人们的消费方式和消费习惯在不断发生变化,越来越多的消费者习惯于通过网络购买商品,网络商店已经成为一种消费者普遍接受的零售业态,并且网络商店之间的竞争程度在不断加剧。消费者网络购物满意度是影响网络商店保持竞争地位和获得竞争优势的关键因素。文章首先通过小组座谈和文献分析,总结出28个影响网络商店满意度的因素;其次通过因子分析提炼出7个因子;最后运用多元回归分析确定了7个因子的重要性程度。这些影响网络商店满意度的因素按照重要性程度从高到低依次是,网站安全/保密性、服务质量、产品质量、个性化服务、产品价格、网站易用性/便利性、网站页面设计。文章还提出了提升网络商店满意度的对策建议。

Under the Internet environment, people＇s consumption patterns and consumption habits are constantly changing. As more and more consumers are accustomed to purchasing goods through the Internet. , the online stores have become a widely accepted form of retail, and the competition is fierce among online stores. Consumer＇s online shopping satisfaction is the key factor that affects the online shops to maintain competitive position and gain competitive advantage. Through group discussion, literature analysis and a small scale test, the 28 factors that affect the satisfaction of online stores are summarized. Through factor analysis, 7 factors are extracted, and the importance of the 7 factors is determined by multiple regression analysis. According to the degree of importance from high to low, the 7 factors rank as follows ： website security/ confidentiality, service quality, product quality, personalized service, product price, website usability / convenience, web page design. This paper puts forward some countermeasures and suggestions to improve the satisfaction of online stores.