基于B2C的网上购物顾客满意度影响因素研究

Study on the Influence Factors of On-line Shoppers Satisfaction Based on B2C

文章运用因子的分析方法,对于影响网络购物顾客满意度的影响因素进行实证分析,分析发现:影响顾客满意度的主要因素可以归结为网站基本质量、网站增值质量、交易安全、物流配送、产品的吸引力及售后服务等;利用多变量回归模型探寻这些影响因素对顾客满意度的影响的重要性,研究分析表明其重要性依次为:产品的吸引力、交易安全、物流配送、售后服务、网站基本质量、网站增值;最后针对这些影响因素提出了一些提升网络购物顾客满意度的建议。

By empirical analysis of the factors affecting on-line shopping,this analysis showed that the main factors affecting on-line shopping are the basic site quality;site value-added quality;transaction safety;logistics distribution;the attraction of the product;after-sales service and so on.Using the multivariate regression model was in order to search for the importance to on-line shopping.At last,we proposed some appropriate suggests to enhance customer satisfaction.