转型时期我国B2C电子商务中顾客满意度影响因素的实证研究

科研管理 ›› 2011, Vol. 32 ›› Issue (10): 109-117.

转型时期我国B2C电子商务中顾客满意度影响因素的实证研究

谢佩洪¹, 奚红妹¹, 魏农建¹, 刘霞²

1. 上海对外贸易学院工商管理学院,上海 201620;
2. 上海交通大学,上海 200030

收稿日期:2010-09-20 修回日期:2011-05-20 出版日期:2011-10-27 发布日期:2011-10-22
作者简介:谢佩洪(1980-),男,河南正阳人,上海交通大学管理学博士,上海对外贸易学院工商管理学院讲师,主要研究方向:战略管理、品牌营销。奚红妹(1961-)女,江苏镇江人,副教授,上海对外贸易学院工商管理学院市场营销专业主任,硕士生导师。研究方向:市场营销、品牌管理。魏农建(1955-),男,浙江上虞人,博士、教授,上海对外贸易学院工商管理学院院长,硕士生导师。研究方向:产业经济学、商业流通。刘霞(1973-),女,山东潍坊人,博士、工程师,上海交通大学附属第六人民医院人事处。
基金资助:
国家自然科学基金青年项目(编号:71002067)、国家自然科学基金面上项目"电子商务环境下的在线信用管理方法研究"(编号:70572068)和上海市教育委员会重点学科建设项目(J51202)。

The B2C E-commerce customer satisfaction duringthe period of China’s economic transition

Xie Peihong¹, Xi Hongmei¹, Wei Nongjian¹, Liu Xia²

1. School of Management, Shanghai Institute of Foreign Trade, Shanghai 201620, China;
2. Shanghai Jiaotong University,Shanghai 200030, China

Received:2010-09-20 Revised:2011-05-20 Online:2011-10-27 Published:2011-10-22

摘要/Abstract

摘要： 通过结构方程的实证方法,研究了哪些关键变量对我国B2C顾客满意度构成重要影响,以及影响的强度分别有多大。通过非概率抽样和便捷抽样,本文采集了1001个有效样本,运用探索性因子分析和验证性因子分析,将影响顾客满意度的指标分为9个因子。通过结构方程建模,研究发现有7个因子的影响是显著的,其中交易能力对顾客满意度的影响最大,其次是物流配送与支付方式、网站的客户服务。其它对满意度有正向影响的因子依次为安全隐私、商品特征、信息质量、网页设计,而响应时间和网站的易浏览性2个因子对我国B2C顾客满意度的影响不显著。

关键词: 结构方程模型, 因子分析, B2C电子商务, 顾客满意度

Abstract: The purpose of this research is to identify key factors that might influence Chinese B2C customers’ satisfaction and include those factors ignored by prior studies. Through non-probability sampling and convenience sampling, 1,001 valid samples are collected and exploratory factor analysis and confirmatory factor analysis are used to establish nine dimensions of online shopping experience. The results show that the transaction capability has the strongest influence on B2C customer satisfaction; delivery and payment, customer service have the second and third most significant impact on B2C customer satisfaction, respectively. Security/privacy, merchandise feature, information quality, and web site design are also strongly predictive factors of B2C customer satisfaction, while the effects of response of time and navigation on B2C customer satisfaction are statistically insignificant.

Key words: structural equation model, factor analysis, B2C E-commerce, customer satisfaction

中图分类号:

F270

谢佩洪, 奚红妹, 魏农建, 刘霞. 转型时期我国B2C电子商务中顾客满意度影响因素的实证研究[J]. 科研管理, 2011, 32(10): 109-117.

Xie Peihong, Xi Hongmei, Wei Nongjian, Liu Xia. The B2C E-commerce customer satisfaction duringthe period of China’s economic transition[J]. Science Research Management, 2011, 32(10): 109-117.

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