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  

The B2C E-commerce customer satisfaction during the period of China's economic transition

作　　者：谢佩洪[1] 奚红妹[1] 魏农建[1] 刘霞[2] 

机构地区：[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

出　　处：《科研管理》2011年第10期109-117,共9页Science Research Management

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);上海市教育委员会重点学科建设项目(J51202)

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。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 

分 类 号：F270[经济管理—企业管理]