影響網(wǎng)上顧客滿意度的關(guān)鍵因素

1、The critical factors impact on online customer satisfaction影響網(wǎng)上顧客滿意度的關(guān)鍵因素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 intended to ascert

2、ain 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 the key to unr

3、avelling how these factors may influence online consumers satisfaction.摘要在過去十年中，客戶的滿意和客戶忠誠度的概念已經(jīng)受到越來越多的在線和離線企業(yè)的重要性。本研究的主要目的是為了確定在臺灣的網(wǎng)上消費者滿意的影響因素。在信息質(zhì)量，系統(tǒng)質(zhì)量，服務(wù)質(zhì)量，產(chǎn)品質(zhì)量，交貨質(zhì)量和感知價格，已被確定和用戶滿意度的前因。目前的研究，也認(rèn)為解體的關(guān)鍵，如何將這些因素可能會影響網(wǎng)上消費者滿意。A survey was conducted with 390 Taiwans university undergraduates who had o

4、nline 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, service quality, pr

5、oduct 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 product sourcing,

6、 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.對有網(wǎng)上購買經(jīng)驗的390個臺灣大學(xué)本科生進(jìn)行了調(diào)查。采用多元回歸技術(shù)，以驗證整體模型擬合，說明網(wǎng)上客戶滿意度。結(jié)果表明，網(wǎng)上消費者的滿意度是

7、積極和重大影響的信息質(zhì)量，系統(tǒng)質(zhì)量，服務(wù)質(zhì)量，產(chǎn)品質(zhì)量，交貨質(zhì)量和顯著，P 0.01水平知覺價格。此外，交付質(zhì)量是最重要的因素和產(chǎn)品質(zhì)量。在本研究中所產(chǎn)生的證據(jù)表明，電子商務(wù)運營商要對采購的產(chǎn)品更多的關(guān)注，并與供貨商合作，提供正確的順序，如更高的傳輸質(zhì)量、及時和安全等等，這一發(fā)現(xiàn)的意義將在最后一節(jié)充分討論。Keywords: user satisfaction, information quality, system quality, service quality, product quality, delivery quality, perceived price.關(guān)鍵詞：用戶滿意度，信息

8、質(zhì)量，系統(tǒng)質(zhì)量，服務(wù)質(zhì)量，產(chǎn)品質(zhì)量，交貨質(zhì)量，感知價格。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 to shop there a

9、gain 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 pointed out that th

10、e 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 solely on onli

11、ne 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 the constructs

12、 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 while identifyi

13、ng instruments for measuring online user satisfaction and its antecedents. The survey targeted Taiwans university undergraduates who had online shopping experience.1.介紹網(wǎng)上客戶忠誠度在近年來已經(jīng)吸引了相當(dāng)?shù)年P(guān)注，部分原因是因為它作為一種手段取得競爭優(yōu)勢28。當(dāng)顧客對特定的網(wǎng)絡(luò)商店滿意時更容易有購物欲望15。因此，客戶滿意度和客戶忠誠度的概念，已對在線和離線企業(yè)越來越重要。重要的是理解驅(qū)動消費者滿意度和他們選擇在線渠道的因素8Ko

14、lter聲稱17指出，采購過程，包括問題/需求識別、信息檢索、評估替代品、購買決策和購買行為。滿意是顧客的經(jīng)驗，在各種采購階段的后果。網(wǎng)上顧客的購物體驗是完全基于網(wǎng)上商店的信息，因為缺乏身體接觸23。因此，信息以及系統(tǒng)和服務(wù)的質(zhì)量可能會影響在信息搜索階段的顧客滿意度和顧客的購買決策。 目前的研究重點周金文和測量結(jié)構(gòu)，可作為在線用戶滿意度的前因。這項研究還旨在驗證經(jīng)驗，這些結(jié)構(gòu)和在線用戶滿意度之間的關(guān)系。這樣做，本研究綜合信息系統(tǒng)的研究和市場營銷的角度，同時確定了儀器測量在線用戶滿意度和其前因。調(diào)查針對臺灣有網(wǎng)上購物經(jīng)驗的大學(xué)本科生。2. Specification of Online User

15、 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 satisfaction is one of

16、 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規(guī)范的網(wǎng)絡(luò)用戶滿意度滿意度被認(rèn)為是影響改變態(tài)度和購買意向25。一個滿意的購買經(jīng)驗似乎是一種

17、產(chǎn)品，可能會導(dǎo)致重復(fù)采購7的持續(xù)興趣類型的要求之一。許多學(xué)者發(fā)現(xiàn)，滿意度是影響繼續(xù)購買意向5，8，11，12，15，24，28，30，32的關(guān)鍵因素之一。在電子商務(wù)背景下，DeLone及McLone7確定的“用戶滿意”作為衡量一個電子商務(wù)系統(tǒng)，客戶的意見的重要手段。3. Theoretical Framework Since the e-commerce should consider not only the information systems but also marketing strategies, this studyreviewed the literature on both

18、. 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 marketing fie

19、ld,we introduced the product quality, delivery quality, and perceived price into our research model.3理論框架由于電子商務(wù)應(yīng)考慮不僅是信息系統(tǒng)，但也營銷策略，本研究審查的文學(xué)。關(guān)于信息系統(tǒng)領(lǐng)域，本文采用信息的質(zhì)量，系統(tǒng)的質(zhì)量和服務(wù)質(zhì)量方面更新DeLone及McLean信息系統(tǒng)7（DM）的成功模式為基礎(chǔ)的電子商務(wù)消費者滿意度調(diào)查。關(guān)于市場營銷領(lǐng)域，我們引入我們的研究模型，產(chǎn)品質(zhì)量，交貨質(zhì)量，價格和感知。3.1. E-Commerce system quality Regarding the upd

20、ated 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 service quality a

21、nd 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 system usage a

22、nd 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 positive infl

23、uence on online user satisfaction.3.1電子商務(wù)系統(tǒng)的質(zhì)量關(guān)于更新的DM的成功模式，許多研究就業(yè)信息質(zhì)量、系統(tǒng)質(zhì)量、服務(wù)質(zhì)量維度來探討消費者的電子商務(wù)行為3，18，19，21，22。林22確定了網(wǎng)站的質(zhì)量，包括信息質(zhì)量、系統(tǒng)質(zhì)量和服務(wù)質(zhì)量，尺寸，并強調(diào)指出，系統(tǒng)的質(zhì)量、信息質(zhì)量和服務(wù)質(zhì)量，是影響顧客的重要因素滿意?？傊鶕?jù)以前的文獻(xiàn)，信息質(zhì)量，系統(tǒng)質(zhì)量和服務(wù)質(zhì)量，信息系統(tǒng)的使用情況和用戶滿意度是重要的獨立變量。已應(yīng)用在許多情況下，這三個因素。因此，本研究建議：H1.信息質(zhì)量具有積極的影響在線用戶滿意度。H2.質(zhì)量體系在線用戶滿意度上有積極的影響。H3.服務(wù)質(zhì)

24、量有一個在線的用戶滿意度的積極影響。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-commerce success. Pa

25、tterson 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 increase user

26、 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.產(chǎn)品質(zhì)量和交貨質(zhì)量感知產(chǎn)品質(zhì)量被定義為消費者對產(chǎn)品的整體卓越或優(yōu)勢6的判決。keeney14的研究表明，降低產(chǎn)品成本和最大限度地提高產(chǎn)品質(zhì)量是電子商務(wù)成功的

27、主要因素。帕特森27指出，知覺產(chǎn)品的性能是滿意度上最強大的決定因素。 另一方面，提供產(chǎn)品的價值主張可以影響所有的基本目標(biāo)14。安貞煥，劉某，韓2指出，及時和可靠的速遞服務(wù)，提高用戶滿意度，使他們再次購物。因此，其他的假設(shè)是：H4.產(chǎn)品質(zhì)量有一個在線的用戶滿意度的積極影響。H5.交付質(zhì)量在線用戶滿意度上有積極的影響。3.3. Perceived Price From the consumers perspective, price is what is given up or scarified to obtain a product 33. Gupta & Kim 9defined perce

28、ived 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-purchase and post pur

29、chase 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 price has a posit

30、ive influence on online user satisfaction.3.3.知覺價格從消費者的角度來看，價格是什么是放棄或scarified的獲得產(chǎn)品33。古普塔Kim等人9（貨幣）的價格水平定義為供應(yīng)商在與客戶的參考，比較知覺價格價格和發(fā)現(xiàn)，知覺價格對購買意愿的影響，失去與增加交易經(jīng)驗的實力。曹：Gruca4研究購買前和購后服務(wù)的客戶評級解釋在網(wǎng)上圖書市場的價格變化，發(fā)現(xiàn)，價格較高的三個市場的領(lǐng)導(dǎo)者最有可能與較高的滿意度都預(yù)購買后的滿意度。因此，另一種假說是：H6.知覺價格在線用戶滿意度上有積極的影響。4. Research Methodology The first ste

31、p 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 the independent

32、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

33、al. 2. Perceived price definition comes from Gupta and Kim 9.Definition of online user satisfaction was adapted from Delone and Mclean 7.4.研究方法論測量對發(fā)展的第一步是確定研究結(jié)構(gòu)的操作性定義。建議在本研究中的概念模型表明，信息質(zhì)量，系統(tǒng)質(zhì)量，服務(wù)質(zhì)量，產(chǎn)品質(zhì)量，交貨質(zhì)量，感知價格是獨立的變量，同時在線用戶的滿意是因變量。信息的質(zhì)量和質(zhì)量體系的定義進(jìn)行了調(diào)整，從DeLone及McLean7。服務(wù)質(zhì)量的定義來自金，李法16。Ahn等人進(jìn)行了調(diào)整，從產(chǎn)品質(zhì)量和

34、交貨質(zhì)量的定義。2。知覺價格的定義來自古普塔和Kim9。在線用戶滿意度的定義是從DeLone及McLean7適應(yīng)。4.1. Development of Measuring Instruments Based on previous research, the present study used survey methodology with questionnaire items measured on Likert scales. Most measuring instruments were adapted from validated measures, the IS success

35、 model, and the marketing research. All statements were rephrased to fit the context of the present study. Items for measuring information quality were adapted from Ahn et al. 2 and Kim et al. 16. Items on system-quality instruments wereadapted from Ahn et al. 2 and Brown and Jayakody 3. Service qua

36、lity items were adapted from Ahn et al. 3, Tsai and Huang 28, and Wang 29. Product quality items were adapted from Ahn et al. 2, and Hult, Boyer, and Ketchen 13. Delivery quality items were adapted from Ahn et al. 2. Items measuring perceived price were adapted from Gupta and Kim 9 and Kim et al. 16

37、. User satisfaction items were adapted from Anderson andSrinivasan 1.4.1.測量儀器的發(fā)展基于以前的研究，本研究采用李克特量表測量的問卷調(diào)查項目的調(diào)查方法。驗證措施適應(yīng)大多數(shù)測量儀器，是成功的典范，和市場營銷研究。所有語句被改寫，以適應(yīng)目前的研究范圍內(nèi)。Ahn等項目的測量信息質(zhì)量進(jìn)行了調(diào)整。2和Kim等。16。系統(tǒng)質(zhì)量的儀器項目改編自Ahn等。2，布朗和Jayakody3。Ahn等服務(wù)質(zhì)量的項目進(jìn)行了調(diào)整。3，蔡和黃28，王29。Ahn等產(chǎn)品質(zhì)量的項目進(jìn)行了調(diào)整。2，霍特，博耶，凱琴13。Ahn等交付質(zhì)量的項目進(jìn)行了調(diào)整。2

38、。古普塔和金9和Kim等項目測量知覺價格進(jìn)行了調(diào)整。16。改編自安德森和用戶滿意度項目的斯里尼瓦桑1。4.2. Sampling procedure Participants in the present study were university undergraduates in Taiwan. Using university undergraduates isappropriate as they have good computer skills and have more frequent access to Internet than do other consumers6. M

39、ost university students are electronic service users 31. The investigator distributed 390 questionnaires to students on campus face to face. Participants were asked to recall a recent on-line purchasing experience and refer to this experience when providing their answers. Surveys were collected imme

40、diately upon completion. Three out of all completed questionnaires were discarded because they were incomplete.4.2.抽樣程序在本研究中的受試者在臺灣的大學(xué)本科生。大學(xué)本科生適當(dāng)?shù)模驗樗麄冇辛己玫挠嬎銠C技能，并有更頻繁的訪問互聯(lián)網(wǎng)比其他消費者6。大多數(shù)大學(xué)生電子服務(wù)用戶31。調(diào)查者分發(fā)了390份問卷，學(xué)生在校園面對面。參與者被要求召回最近上線的采購經(jīng)驗和提供他們的答案時，指這方面的經(jīng)驗。收集完成后，立即調(diào)查。所有填妥的問卷中有三個被丟棄，因為它們是不完整的。5. Data Anal

41、ysis and Results The participants ranged from freshman to seniors and comprised 63.4% female and 36.4% male. Overall, 81.1%had more than 1 year of online purchasing experience, 70% spent less than 32USD and 1.8% more than 160USD on online shopping per month. This study conducted multiple regression

42、method to test the hypotheses. The author employed the enter estimate procedure and assessing the model fit. The regression coefficients of the first five variables (product quality, system quality, information quality, perceived price, delivery quality) were significant at .001 level (p0.001) and f

43、or the SRQ variable at .01 level (p0.01). These six independent variables explained 62 percent variance in user satisfaction. The standardized coefficients were (0.188, 0.172, 0.156, 0.117, 0.203, and 0.162). Delivery quality, followed by product quality, was the most important factor. The overall o

44、nline user satisfaction correlated positively and significantly with all six independent variables. All correlations were significant at 0.01 level. Hence, research hypotheses H1-H6 can be supported.5.數(shù)據(jù)分析和結(jié)果與會者從大一到老年人不等，包括63.4的女性和36.4為男性?？傮w而言，81.1有超過1年的網(wǎng)上購物經(jīng)驗，70小于32USD160USD的1.8，比花費在每月的網(wǎng)上購物。這項研究進(jìn)行了

45、多元回歸方法來測試假說。筆者采用的輸入估計的程序和評估模型擬合。在01的水平（P 0.01）.001（P 0.001）的SRQ變量的第一個五年變量（產(chǎn)品質(zhì)量，系統(tǒng)質(zhì)量，信息質(zhì)量，感知價格，交付質(zhì)量）的回歸系數(shù)有顯著性。這六個獨立的變量解釋方差在用戶滿意度為62。標(biāo)準(zhǔn)化系數(shù)分別為（0.188，0.172，0.156，0.117，0.203，0.162）。其次是產(chǎn)品質(zhì)量，交付質(zhì)量，是最重要的因素。整體在線用戶滿意度，并顯著正相關(guān)，與所有六個獨立的變量。所有的相關(guān)性有顯著性在0.01水平。因此，可以支持研究假設(shè)的H1-H6。6. Conclusion and Managerial Implicati

46、ons Based on the findings of this research, user e-commerce satisfaction context relates to six factors: information quality, system quality, service quality, product quality, delivery quality, and perceived price. The e-commerce managers should development not only good information system features,

47、 that is, information quality, system quality, and service quality, but also marketing features, that is, product quality, delivery quality, and perceived price, which can influence user satisfaction positively. According to the findings of this study, the customers consider the product and delivery

48、 more important; thus, e-commerce proprietors should pay more attention to the product sourcing and cooperate with the delivery supplier to provide a higher quality of delivery, such as correct order, timeliness, and safety packaging. The implication for management is that customers sense of the goo

49、d buy and worthy product or service is likely to influence satisfaction of online customers directly. Another implication is that when developing strategies to retain online customers, management needs to develop not only high quality e-commerce system but also quality products, reliable delivery, a

50、nd fair price.6.結(jié)論和管理的啟示基于這項研究的結(jié)果，用戶滿意的電子商務(wù)背景下，涉及到六個因素：信息質(zhì)量，系統(tǒng)質(zhì)量，服務(wù)質(zhì)量，產(chǎn)品質(zhì)量，交貨質(zhì)量，感知價格。電子商務(wù)經(jīng)理發(fā)展不僅良好的信息系統(tǒng)的特點，那就是信息的質(zhì)量，系統(tǒng)質(zhì)量，服務(wù)質(zhì)量，而且營銷的特點，就是產(chǎn)品質(zhì)量，交貨質(zhì)量，感知價格，它可以積極影響用戶滿意度。據(jù)這項研究的結(jié)果，客戶認(rèn)為更重要的產(chǎn)品和交付;因此，電子商務(wù)經(jīng)營者更要注意產(chǎn)品采購，與供貨商合作，提供了更高質(zhì)量的交貨，如正確的順序，及時性，安全包裝，。管理的含義是，客戶的好買的和有價值的產(chǎn)品或服務(wù)的意識很可能直接影響網(wǎng)上客戶的滿意度。另一個含義是，在發(fā)展戰(zhàn)略留住網(wǎng)上客戶

51、，管理需要開發(fā)不僅是高質(zhì)量的電子商務(wù)系統(tǒng)，而且產(chǎn)品質(zhì)量，可靠的交貨，公平的價格。7. Limitations and Suggestions Although this study provides meaningful managerial implications, it has some limitations. First, the model wasempirically tested in a sample of university undergraduates from Taiwan. Thus, it cannot be assumed that the sample is

52、representative of the worldwide e-population. Past research has found that culture plays a significant role in consumer behaviors 10, 20. Future research should replicate this study and test this conceptual model in different country or culture. Because the respondents in this study were university

53、undergraduates, the items that they frequently bought were books, cloths, music, or movies, for example. The cost of these items is lower; therefore, the perceived price is no longer an issue for them. The results of this study cannot represent the customers who buy high cost items online, such as m

54、otorcycle, jewelry, or car, to mention a few. Future research may target the buyers of high cost items and explore the factors influencing their satisfaction.7.限制與建議雖然這項研究提供了有意義的管理意涵，它具有一定的局限性。首先，該模型實證檢驗樣品中，來自臺灣的大學(xué)本科生。因此，不能認(rèn)為該樣本是代表全球電子人口。過去的研究發(fā)現(xiàn)，文化扮演著重要的角色在消費者行為10，20。未來的研究應(yīng)該復(fù)制這項研究，并對此進(jìn)行測試，在不同的國家或文化的

55、概念模型。因為在這項研究中的受訪者為大學(xué)本科生，他們經(jīng)常購買的物品，例如書籍，衣物，音樂或電影。這些項目的成本較低;因此，知覺價格已不再是他們的問題。這項研究的結(jié)果不能代表顧客購買成本高的項目網(wǎng)上，如摩托車，珠寶，或汽車，僅舉幾例。未來的研究可能針對購房者成本高，項目和發(fā)掘他們的滿意度的影響因素。References 1. R.E. Anderson, and S.S. Srinivasan, E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 2003. 20(2): p. 123-38

56、.2. T. Ahn, S. Ryu, and I. Han, The impact of the online and offline features on the user acceptance of Internet shopping malls. Electronic Commerce Research and Applications, 2004. 3: p. 405-19.3. I. Brown, and R. Jayakody, B2C e-Commerce Success: a Test and Validation of a Revised Conceptual Model

57、. Electronic Journal of Information Systems Evaluation, 2008. 11(3): p. 167-84.4. Y. Cao, and T.S. Gruca, The influence of pre- and post-purchase service on prices in the online book market. Journal of Interactive Marketing, 2004. 18(4): p. 51-62.5. R.T. Cenfetelli, I. Benbasat, and S. Al-Natour, Ad

58、dressing the what and how of online services: Positioning supporting-services functionality and service quality for business-to-consumer success. Information Systems Research, 2008. 19(2): p. 161-81.6. Z. Chen and A.J. Dubinsky, A conceptual model of perceived customer value in e-commerce: A preliminary investigation. Psychology & Marketing, 2003. 20(4): p. 323-47.7. W.H. DeLone and E.R. McLean, The