影响网上顾客满意度的关键因素

Thecriticalfactorsimpactononlinecustomersatisfaction影响网上顾客满意度的关键因素AbstractInthelastdecade,theconceptsofcustomersatisfactionandcustomerretentionhavegainedincreasingimportanceinbothonlineandoff-linebusinesses.Theprimaryobjectiveofthepresentstudyisintendedtoascertainthefactorsthataffectonlineconsumers’satisfactioninTaiwan.Init,informationquality,systemquality,servicequality,productquality,deliveryqualityandperceivedpricehavebeenidentifiedandtakenastheantecedentsofusersatisfaction.Thepresentstudy,too,holdsthekeytounravellinghowthesefactorsmayinfluenceonlineconsumers’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。Asurveywasconductedwith390Taiwan’suniversityundergraduateswhohadonlinepurchaseexperience.Multipleregressiontechniqueswereusedtoverifytheoverallmodelfitandtoillustrateonlinecustomers’satisfaction.Theresultsshowedthatonlineconsumers’satisfactionwaspositiveandsignificantaffectedbyinformationquality,systemquality,servicequality,productquality,deliveryqualityandperceivedpriceatsignificantP0.01level.Moreover,deliveryqualitywasthemostimportantfactorandfollowedbyproductquality.Theevidencegeneratedinthepresentstudysuggeststhate-commerceoperatorsshouldpaymoreattentionontheproductsourcing,andcooperatewiththedeliverysuppliertoprovideahigherdeliveryqualitysuchascorrectorder,ontime,andsafetypackage.Theimplicationsofthisfinding,amongothers,arethoroughlydiscussedintheconcludingsection.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，P0.01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:usersatisfaction,informationquality,systemquality,servicequality,productquality,deliveryquality,perceivedprice.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.IntroductionOnlinecustomerretentionhasattractedconsiderableattentioninrecentyears,partlybecauseitservesasameansofgainingcompetitiveadvantage[28].Whenacustomerissatisfiedwithaparticularinternetstore,heorsheismorelikelytoshopthereagain[15].Therefore,conceptsofbothcustomersatisfactionandcustomerretentionhavebecomeincreasinglyimportanttoonlineandoff-linebusinesses.Itisimportanttounderstandthefactorsthatdriveconsumers’satisfactionandtheirchoiceoftheonlinechannels[8].Kolter[17]pointedoutthatthebuyingprocessincludesproblem/needrecognition,informationsearch,evaluationofalternatives,purchasedecision,andpost-purchasebehavior.Satisfactionistheconsequenceofthecustomer’sexperienceduringvariouspurchasingstages.Onlinecustomershoppingexperienceisbasedsolelyononlinestores’informationbecauseofalackofphysicalcontact[23].Therefore,informationaswellassystemandservicequalitymayinfluencecustomers’satisfactionduringtheinformation-searchstageandshoppers’purchasedecisions.Thepresentstudyfocusedonindentifyingandmeasuringtheconstructsthatmayserveastheantecedentsofonlineusersatisfaction.Thisstudyfurtherintendedtoverifyempiricallytherelationshipbetweentheseconstructsandonlineusersatisfaction.Indoingso,thisstudysynthesizedtheinformation-systemresearchandthemarketingperspectiveswhileidentifyinginstrumentsformeasuringonlineusersatisfactionanditsantecedents.ThesurveytargetedTaiwan’suniversityundergraduateswhohadonlineshoppingexperience.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他们选择在线渠道的因素[8]Kolter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.SpecificationofOnlineUserSatisfactionSatisfactionisbelievedtoinfluenceattitudechangeandpurchaseintention[25].Asatisfactorypurchaseexperiencewouldappeartobeonerequirementforthetypeofcontinuedinterestinaproductthatmightleadtorepeatpurchasing[7].Manyscholarsfoundthatsatisfactionisoneofcriticalfactorsinfluencingthecontinuedpurchaseintentions[5,8,11,12,15,24,28,30,32].Ine-commercecontext,DeLoneandMcLone[7]identified“UserSatisfaction”asanimportantmeansofmeasuringourcustomers’opinionsofane-commercesystem.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]。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McLone[7]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.TheoreticalFrameworkSincethee-commerceshouldconsidernotonlytheinformationsystemsbutalsomarketingstrategies,thisstudyreviewedtheliteratureonboth.Regardingtheinformationsystemsfield,thispaperemployedinformationquality,systemquality,andservicequalitydimensionstoinvestigatetheconsumers’satisfactionwithe-commercebasedontheupdatedDeLoneandMcLean[7]informationsystems(D&MIS)successmodel.Regardingthemarketingfield,weintroducedtheproductquality,deliveryquality,andperceivedpriceintoourresearchmodel.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