影响网上顾客满意度的关键因素.docx

1、影响网上顾客满意度的关键因素The critical factors impact on online customer satisfaction影响网上顾客满意度的关键因素AbstractIn the last decade, the concepts of customer satisfaction and customer retention have gained increasing importance in both online and off-line businesses. The primary objective of the present study is inte

2、nded to ascertain the factors that affect online consumers satisfaction in Taiwan. In it, information quality, system quality, service quality, product quality, delivery quality and perceived price have been identified and taken as the antecedents of user satisfaction. The present study, too, holds

3、the key to unravelling how these factors may influence online consumers satisfaction.摘要在过去十年中，客户的满意和客户忠诚度的概念已经受到越来越多的在线和离线企业的重要性。本研究的主要目的是为了确定在台湾的网上消费者满意的影响因素。在信息质量，系统质量，服务质量，产品质量，交货质量和感知价格，已被确定和用户满意度的前因。目前的研究，也认为解体的关键，如何将这些因素可能会影响网上消费者满意。A survey was conducted with 390 Taiwans university undergradu

4、ates who had online purchase experience. Multiple regression techniques were used to verify the overall model fit and to illustrate online customers satisfaction. The results showed that online consumers satisfaction was positive and significant affected by information quality, system quality, servi

5、ce quality, product quality, delivery quality and perceived price at significant P 0.01 level. Moreover, delivery quality was the most important factor and followed by product quality. The evidence generated in the present study suggests that e-commerce operators should pay more attention on the pro

6、duct sourcing, and cooperate with the delivery supplier to provide a higher delivery quality such as correct order, on time, and safety package. The implications of this finding, among others, are thoroughly discussed in the concluding section.对有网上购买经验的390个台湾大学本科生进行了调查。采用多元回归技术，以验证整体模型拟合，说明网上客户满意度。结

7、果表明，网上消费者的满意度是积极和重大影响的信息质量，系统质量，服务质量，产品质量，交货质量和显着，P 0.01水平知觉价格。此外，交付质量是最重要的因素和产品质量。在本研究中所产生的证据表明，电子商务运营商要对采购的产品更多的关注，并与供货商合作，提供正确的顺序，如更高的传输质量、及时和安全等等，这一发现的意义将在最后一节充分讨论。Keywords: user satisfaction, information quality, system quality, service quality, product quality, delivery quality, perceived pric

8、e.关键词：用户满意度，信息质量，系统质量，服务质量，产品质量，交货质量，感知价格。1. Introduction Online customer retention has attracted considerable attention in recent years, partly because it serves as a means of gaining competitive advantage 28. When a customer is satisfied with a particular internet store, he or she is more likely t

9、o shop there again 15. Therefore, concepts of both customer satisfaction and customer retention have become increasingly important to online and off-line businesses. It is important to understand the factors that drive consumers satisfaction and their choice of the online channels 8. Kolter 17 point

10、ed out that the buying process includes problem/need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Satisfaction is the consequence of the customers experience during various purchasing stages. Online customer shopping experience is based

11、solely on online stores information because of a lack of physical contact 23. Therefore, information as well as system and service quality may influence customers satisfaction during the information-search stage and shoppers purchase decisions.The present study focused on indentifying and measuring

12、the constructs that may serve as the antecedents of online user satisfaction. This study further intended to verify empirically the relationship between these constructs and online user satisfaction. In doing so, this study synthesized the information-system research and the marketing perspectives w

13、hile identifying instruments for measuring online user satisfaction and its antecedents. The survey targeted Taiwans university undergraduates who had online shopping experience.1.介绍网上客户忠诚度在近年来已经吸引了相当的关注，部分原因是因为它作为一种手段取得竞争优势28。当顾客对特定的网络商店满意时更容易有购物欲望15。因此，客户满意度和客户忠诚度的概念，已对在线和离线企业越来越重要。重要的是理解驱动消费者满意度和

14、他们选择在线渠道的因素8Kolter声称17指出，采购过程，包括问题/需求识别、信息检索、评估替代品、购买决策和购买行为。满意是顾客的经验，在各种采购阶段的后果。网上顾客的购物体验是完全基于网上商店的信息，因为缺乏身体接触23。因此，信息以及系统和服务的质量可能会影响在信息搜索阶段的顾客满意度和顾客的购买决策。 目前的研究重点周金文和测量结构，可作为在线用户满意度的前因。这项研究还旨在验证经验，这些结构和在线用户满意度之间的关系。这样做，本研究综合信息系统的研究和市场营销的角度，同时确定了仪器测量在线用户满意度和其前因。调查针对台湾有网上购物经验的大学本科生。2. Specification

15、of Online User Satisfaction Satisfaction is believed to influence attitude change and purchase intention 25. A satisfactory purchase experience would appear to be one requirement for the type of continued interest in a product that might lead to repeat purchasing 7. Many scholars found that satisfac

16、tion is one of critical factors influencing the continued purchase intentions 5, 8, 11, 12, 15, 24, 28, 30, 32. In e-commerce context, DeLone and McLone 7 identified “User Satisfaction” as an important means of measuring our customers opinions of an e-commerce system.2规范的网络用户满意度满意度被认为是影响改变态度和购买意向25。

17、一个满意的购买经验似乎是一种产品，可能会导致重复采购7的持续兴趣类型的要求之一。许多学者发现，满意度是影响继续购买意向5，8，11，12，15，24，28，30，32的关键因素之一。在电子商务背景下，DeLone及McLone7确定的“用户满意”作为衡量一个电子商务系统，客户的意见的重要手段。3. Theoretical Framework Since the e-commerce should consider not only the information systems but also marketing strategies, this studyreviewed the lite

18、rature on both. Regarding the information systems field, this paper employed information quality,system quality, and service quality dimensions to investigate the consumers satisfaction with e-commerce based on the updated DeLone and McLean 7 information systems (D&M IS) success model. Regarding the

19、 marketing field,we introduced the product quality, delivery quality, and perceived price into our research model.3理论框架由于电子商务应考虑不仅是信息系统，但也营销策略，本研究审查的文学。关于信息系统领域，本文采用信息的质量，系统的质量和服务质量方面更新DeLone及McLean信息系统7（DM）的成功模式为基础的电子商务消费者满意度调查。关于市场营销领域，我们引入我们的研究模型，产品质量，交货质量，价格和感知。3.1. E-Commerce system quality Reg

20、arding the updated D & M IS success model, many researches employed information quality, system quality,or service quality dimension to investigate the consumers e-commerce behavior 3, 18, 19, 21, 22. Lin 22identified Web site quality dimension, including information quality, system quality, and ser

21、vice quality and emphasized that system quality, information quality, and service quality are important factors influencing customerSatisfaction. In sum, according to the previous literature, information quality, system quality, and service quality are important independent variables of information

22、system usage and user satisfaction. These three factors have been applied in many contexts. Therefore, this study proposes: H1. Information quality has a positive influence on online user satisfaction. H2. System quality has a positive influence on online user satisfaction. H3. Service quality has a

23、 positive influence on online user satisfaction.3.1电子商务系统的质量关于更新的DM的成功模式，许多研究就业信息质量、系统质量、服务质量维度来探讨消费者的电子商务行为3，18，19，21，22。林22确定了网站的质量，包括信息质量、系统质量和服务质量，尺寸，并强调指出，系统的质量、信息质量和服务质量，是影响顾客的重要因素满意。总之，根据以前的文献，信息质量，系统质量和服务质量，信息系统的使用情况和用户满意度是重要的独立变量。已应用在许多情况下，这三个因素。因此，本研究建议：H1.信息质量具有积极的影响在线用户满意度。H2.质量体系在线用户满意度

24、上有积极的影响。H3.服务质量有一个在线的用户满意度的积极影响。3.2. Product Quality and Delivery Quality Perceived product quality is defined as the consumers judgment about a products overall excellence or superiority 6. Keeney 14 indicated that minimizing product cost and maximizing product quality are major factors in e-commer

25、ce success. Patterson 27 pointed out that perceived product performance is the most powerful determinant on satisfaction. On the other hand, the delivery of a product can affect all fundamental objectives of the value proposition 14.Ahn, Ryu, and Han 2 indicated that the timely and reliable delivery

26、 increase user satisfaction so that they will shop again. Thus, other hypotheses are:H4. Product quality has a positive influence on online user satisfaction.H5. Delivery quality has a positive influence on online user satisfaction.3.2.产品质量和交货质量感知产品质量被定义为消费者对产品的整体卓越或优势6的判决。keeney14的研究表明，降低产品成本和最大限度地

27、提高产品质量是电子商务成功的主要因素。帕特森27指出，知觉产品的性能是满意度上最强大的决定因素。 另一方面，提供产品的价值主张可以影响所有的基本目标14。安贞焕，刘某，韩2指出，及时和可靠的速递服务，提高用户满意度，使他们再次购物。因此，其他的假设是：H4.产品质量有一个在线的用户满意度的积极影响。H5.交付质量在线用户满意度上有积极的影响。3.3. Perceived Price From the consumers perspective, price is what is given up or scarified to obtain a product 33. Gupta & Kim

28、9defined perceived price as the level of (monetary) price at a vendor in comparison with the customers referenceprice and found that the influence of perceived price on purchase intention loses strength with increased transaction experience. Cao & Gruca 4 examined the customer ratings of pre-purchas

29、e and post purchase service to explain price variations in the online book market and found that the higher prices of the three market leaders were most likely associated with higher satisfaction ratings of both pre- and post-purchase satisfaction. Therefore, another hypothesis is: H6. Perceived pri

30、ce has a positive influence on online user satisfaction.3.3.知觉价格从消费者的角度来看，价格是什么是放弃或scarified的获得产品33。古普塔Kim等人9（货币）的价格水平定义为供应商在与客户的参考，比较知觉价格价格和发现，知觉价格对购买意愿的影响，失去与增加交易经验的实力。曹：Gruca4研究购买前和购后服务的客户评级解释在网上图书市场的价格变化，发现，价格较高的三个市场的领导者最有可能与较高的满意度都预购买后的满意度。因此，另一种假说是：H6.知觉价格在线用户满意度上有积极的影响。4. Research Methodology

31、 The first step toward developing measurement involves identifying the operational definitions of the study constructs. The proposed conceptual model in the present study suggests that information quality, system quality, service quality, product quality, delivery quality, and perceived price are th

32、e independent variables while online user satisfaction is the dependent variable. The definitions of information quality and system quality were adapted from Delone and Mclean 7. Service quality definition comes from Kim, Lee, & Law 16. Definitions of product quality and delivery quality were adapted from Ahn et al. 2. Perceived price definition comes from Gupta and Kim 9.Definition of online user satisfaction was adapted from Delone a