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。
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.
关键词
结构方程模型 /
因子分析 /
B2C电子商务 /
顾客满意度
Key words
structural equation model /
factor analysis /
B2C E-commerce /
customer satisfaction
{{custom_sec.title}}
{{custom_sec.title}}
{{custom_sec.content}}
参考文献
[1] 张梅.论在中国发展B2C的若干问题[J]. 北京市计划劳动管理干部学院学报,2002(2): 41-45.
[2] Patterson, Paul G., Lester W. Johnson, Richard A. Spreng. Modeling the Determinants of Customer Satisfaction for Business-to-business Professional Services[J]. Academy of Marketing Science Journal, 1997, 25(1):4 17
[3] McKinney, Vicki, Kanghyun Yoon, and Zahedi, Fatemeh "Mariam". The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach [J]. Information System Research, 2002, 13, (3): 296-315.
[4] Degeratu, A., Rangaswamy, A. and Wu, J. Consumer Choice Behavior in Online and Traditional Supermarkets: The Effects of Brand Name, Price, and Other Search Attributes[J]. International Journal of Research in Marketing, 2000, 17 (1):55-78.
[5] Lynch Jr., J. and Ariely, D. Wine Online: Search Costs Affect Competition on Price, Quality and Distribution[J]. Marketing Science, 2000, 19 (1):83-104.
[6] Ranganathan C. and Ganapathy Shobha. Key Dimensions of Business-to-Consumer Web Site[J]. Information & Management, 2002, 39 (6): 457-465.
[7] Shankar, Venkatesh, Smith, Amy K. and Rangaswamy, Arvind. Customer Satisfaction and Loyalty in Online and Offline Environments[J]. International Journal of Research in Marketing, 2003, 20 (2):153-175.
[8] Heiner Evanschitzky, Gopalkrishnan R. Iyer, Josef Hesse, Dieter Ahlert. E-satisfaction: A Re-examination[J]. Journal of Retailing, 2004, 80: 239-247.
[9] Szymanski David M., Hise Richard T. E-satisfaction: An Initial Examination[J]. Journal of Retailing, 2000, 76(3):309-322.
[10] Timo Koivumaki. Customer Satisfaction and Purchasing Behavior in A Web-based Shopping Environment[J]. Electronic Markets, 2001, 11(3):186-192.
[11] Kim Soyoung, Stoel Leslie. Apparel Retailers: Website Quality Dimensions and Satisfaction[J]. Journal of Retailing and Consumer Services, 2003, 11:109-117.
[12] 谢佩洪,宋光兴.B2C电子商务中信任建立困难的原因及对策研究[J]. 经济体制改革,2006(3):175-178.
[13] Mooij Marieke, Hofstede G. Convergence and Divergence in Consumer Behavior: Implications for International Retailing[J].Journal of Retailing, 2002, 78(1): 61-69.
[14] Day, Ralph L. Toward a Process Model of Consumer Satisfaction, in Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction [M]. H. Keith Hunt, ed., Cambridge, Mass.: Marketing Science Institute, 1977:153-183.
[15] Oliver, R.L. Measurement and Evaluation of Satisfaction Processes in Retail Settings[J]. Journal of Retailing, 1981, 57(3):25-48.
[16] Anderson, Eugene W., Claes, Fornell, and Lehmann, Donald R. Customer Satisfaction, Market Share, and Profitability: Findings from Sweden [J]. Journal of Marketing, 1994, 58(3): 53-66.
[17] Johan Anselmsson. Sources of Customer Satisfaction with Shopping Malls: A Comparative Study of Different Customer Segments[J]. Int. Rev. of Retail, Distribution and Consumer Research, 2006, 16(1): 115-138.
[18] Ofir Chezy, and Simonson Itamar. The Effect of Stating Expectations on Customer Satisfaction and Shopping Experience[J]. Journal of Marketing Research, 2007, 164 (1): 164-174.
[19] Schaupp L. Christian, and B langer France. A Conjoint Analysis of Online Consumer Satisfaction[J]. Journal of Electronic Commerce Research, 2005, 6(2):95-111.
[20] Kim, Sang Yong, and Lim, Young Jun. Consumers’ Perceived Importance of and Satisfaction with Internet Shopping[J]. Electronic Markets, 2001, 11(3): 148-154.
[21] Park Chung-Hoon, and Kim Young-Gul. Identifying Key Factors Affecting Consumer Purchase Behavior in an Online Shopping Context[J]. International Journal of Retail & Distribution Management, 2003, 31(1): 16-29.
[22] Elliott, Michael T. and Speck, Paul Surgi. Factors That Affect Attitude toward A Retail Web Site[J]. Journal of Marketing Theory and Practice, 2005, 13(1): 40-51.
[23] Shun Cai, Yunjie Xu. Effects of Outcome, Process and Shopping Enjoyment on Online Consumer Behavior [J]. Electronic Commerce Research and Applications, 2006, 5(4):272-281.
[24] Zhilin, Yang, Peterson, Robin T. and Cai, Shaohan. Services Quality Dimensions of Internet Retailing: An Exploratory Analysis [J]. The Journal of Service Marketing, 2003, 17(6/7): 685-698.
[25] Hsuehen Hsu. An Empirical Study of Web Site Quality, Customer Value, and Customer Satisfaction Based on E-shop[J]. The Business Review, Cambridge, 2006, 5(1):190-193.
[26] Devaraj, S., Fan, M. and Kohli, R. Antecedents of B2C Channel Satisfaction and Preference: Validating E-commerce Metrics[J]. Information System Research, 2002, 13(3):316-333.
[27] Ballantine, Paul W. Effects of Interactivity and Product Information on Consumer Satisfaction in An Online Retail Setting[J]. International Journal of Retail & Distribution Management, 2005, 33(6):461-471.
[28] Steve Muyllea, Rudy Moenaert, Marc Despontin. The Conceptualization and Empirical Validation of Web Site User Satisfaction[J]. Information & Management, 2004, 41:543-560.
[29] Wolfinbargerhe Mary, and Gilly Mary C. EtailQ: Dimensionalizing, Measuring and Predicting Etail Quality[J]. Journal of retailing, 2003, 79(3):183-198.
基金
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)。
PDF(1056 KB)
