影响网上顾客满意度的关键因素

The critical factors impact on online customer satisfaction 影响网上顾客满意度的关键因素

Abstract

In 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 ascertain 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 unravelling how these factors may influence online consumers’ 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。

A survey was conducted with 390 Taiwan’s university undergraduates who had online purchase experienc e. 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, product 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, 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.

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，P <0.01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: user satisfaction, information quality, system quality, service quality, product quality, delivery quality, perceived price.

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. 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 again [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 the buying process includes problem/need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Satisfaction is the consequence of the customer’s experience during various purchasing stages. Online customer shopping experience is based solely on online 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 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 identifying instruments for measuring online user satisfaction and its antecedents. The survey targeted Taiwan’s university undergraduates who had online shopping experience.

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. Specification of Online User 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 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．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. Theoretical Framework

Since the e-commerce should consider not only the information systems but also marketing strategies, this study reviewed the literature on both. Regarding the information systems field, this paper employed information quality, system quality, and service quality dimensions to investigat e the consumers’ satisfaction with e-commerce based on the updated DeLone and McLean [7] information systems (D&M IS) success model. Regarding the marketing field,we introduced the product quality, delivery quality, and perceived price into our research model.

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面更新DeLone及McLean信息系统[7]（D＆M）的成功模式为基础的电子商务消费者满意度调查。关于市场营销领域，我们引入我们的研究模型，产品质量，交货质量，价格和感知。

3.1. E-Commerce system quality

Regarding the updated 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 [22]identified Web site quality dimension, including information quality, system quality, and service quality and emphasized that system quality, information quality, and service quality are important factors influencing customer Satisfaction.

In sum, according to the previous literature, information quality, system quality, and service quality are important independent variables of information system usage and 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 influence on online user satisfaction.

3.1．电子商务系统的质量

关于更新的D＆M的成功模式，许多研究就业信息质量、系统质量、服务质量维度来探讨消费者的电子商务行为[3，18，19，21，22]。林[22]确定了网站的质量，包括信息质量、系统质量和服务质量，尺寸，并强调指出，系统的质量、信息质量和服务质量，是影响顾客的重要因素

满意。

总之，根据以前的文献，信息质量，系统质量和服务质量，信息系统的使用情况和用户满意度是重要的独立变量。已应用在许多情况下，这三个因素。因此，本研究建议：

H1.信息质量具有积极的影响在线用户满意度。

H2.质量体系在线用户满意度上有积极的影响。

H3.服务质量有一个在线的用户满意度的积极影响。

3.2. Product Quality and Delivery Quality

Perceived product quality is defined as the consumer’s judgment about a product’s overall excellence or superiority [6]. Keeney [14] indicated that minimizing product cost and maximizing product quality are major factors in e-commerce success. Patterson [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 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.产品质量和交货质量

感知产品质量被定义为消费者对产品的整体卓越或优势[6]的判决。 keeney[14]的研究表明，降低产品成本和最大限度地提高产品质量是电子商务成功的主要因素。帕特森[27]指

出，知觉产品的性能是满意度上最强大的决定因素。

另一方面，提供产品的价值主张可以影响所有的基本目标[14]。安贞焕，刘某，韩[2]指出，及时和可靠的速递服务，提高用户满意度，使他们再次购物。因此，其他的假设是：H4.产品质量有一个在线的用户满意度的积极影响。

H5.交付质量在线用户满意度上有积极的影响。

3.3. Perceived Price

From the consumer’s perspective, price is what is given up or scarified to obtain a product [33]. Gupta & Kim [9]defined percei ved price as the level of (monetary) price at a vendor in comparison with the customer’s reference price 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 purchase 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 positive influence on online user satisfaction.

3.3.知觉价格

从消费者的角度来看，价格是什么是放弃或scarified的获得产品[33]。古普塔＆Kim等人[9]（货币）的价格水平定义为供应商在与客户的参考，比较知觉价格

价格和发现，知觉价格对购买意愿的影响，失去与增加交易经验的实力。曹：Gruca[4]研究购买前和购后服务的客户评级解释在网上图书市场的价格变化，发现，价格较高的三个市场的领导者最有可能与较高的满意度都预购买后的满意度。因此，另一种假说是：

H6.知觉价格在线用户满意度上有积极的影响。

4. Research Methodology

The first step 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 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 al. [2]. Perceived price definition comes from Gupta and Kim [9].Definition of online user satisfaction was adapted from Delone and Mclean [7].

4.研究方法论

测量对发展的第一步是确定研究结构的操作性定义。建议在本研究中的概念模型表明，信息质量，系统质量，服务质量，产品质量，交货质量，感知价格是独立的变量，同时在线用户的满意是因变量。信息的质量和质量体系的定义进行了调整，从DeLone及McLean[7]。服务质量的定义来自金，李法[16]。 Ahn等人进行了调整，从产品质量和交货质量的定义。 [2]。知觉价格的定义来自古普塔和Kim[9]。在线用户满意度的定义是从DeLone及McLean[7]适应。

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 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 were adapted from Ahn et al. [2] and Brown and Jayakody [3]. Service quality 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]. User satisfaction items were adapted from Anderson and Srinivasan [1].

4.1.测量仪器的发展

基于以前的研究，本研究采用李克特量表测量的问卷调查项目的调查方法。验证措施适应大多数测量仪器，是成功的典范，和市场营销研究。所有语句被改写，以适应目前的研究范围内。 Ahn等项目的测量信息质量进行了调整。 [2]和Kim等。 [16]。系统质量的仪器项目

改编自Ahn等。 [2]，布朗和Jayakody[3]。 Ahn等服务质量的项目进行了调整。 [3]，蔡和黄[28]，王[29]。 Ahn等产品质量的项目进行了调整。 [2]，霍特，博耶，凯琴[13]。 Ahn等交付质量的项目进行了调整。 [2]。古普塔和金[9]和Kim 等项目测量知觉价格进行了调整。 [16]。改编自安德森和用户满意度项目

的斯里尼瓦桑[1]。

4.2. Sampling procedure

Participants in the present study were university undergraduates in Taiwan. Using university undergraduates is appropriate as they have good computer skills and have more frequent access to Internet than do other consumers[6]. Most 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 immediately upon completion. Three out of all completed questionnaires were discarded because they were incomplete.

4.2.抽样程序

在本研究中的受试者在台湾的大学本科生。大学本科生

适当的，因为他们有良好的计算机技能，并有更频繁的访问互联网比其他消费者[6]。大多数大学生电子服务用户[31]。调查者分发了390份问卷，学生在校园面对面。参与者被要求召回最近上线的采购经验和提供他们的答案时，指这方面的经验。收集完成后，立即调查。所有填妥的问卷中有三个被丢弃，因为它们是不完整的。

5. Data Analysis 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 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 (p<0.001) and for the SRQ variable at .01 level (p<0.01). 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 online 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.数据分析和结果

与会者从大一到老年人不等，包括63.4％的女性和36.4％为男性。总体而言，81.1％有超过1年的网上购物经验，70％小于32USD160USD的1.8％，比花费在每月的网上购物。

这项研究进行了多元回归方法来测试假说。笔者采用的输入估计的程序和评估模型拟合。在01的水平（P <0.01）.001（P <0.001）的SRQ变量的第一个五年变量（产品质量，系统质量，信息质量，感知价格，交付质量）的回归系数有显着性。这六个独立的变量解释方差在用户满意度为62％。标准化系数分别为（0.188，0.172，0.156，0.117，0.203，0.162）。其次是产品质量，交付质量，是最重要的因素。

整体在线用户满意度，并显着正相关，与所有六个独立的变量。所有的相关性有显着性在0.01水平。因此，可以支持研究假设的H1-H6。

6. Conclusion and Managerial Implications

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, 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 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 good 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, and fair price.

6.结论和管理的启示

基于这项研究的结果，用户满意的电子商务背景下，涉及到六个因素：信息质量，系统质量，服务质量，产品质量，交货质量，感知价格。电子商务经理发展不仅良好的信息系统的特点，那就是信息的质量，系统质量，服务质量，而且营销的特点，就是产品质量，交货质量，感知价格，它可以积极影响用户满意度。

据这项研究的结果，客户认为更重要的产品和交付;因此，电子商务经营者更要注意产品采购，与供货商合作，提供了更高质量的交货，如正确的顺序，及时性，安全包装，。管理的含义是，客户的好买的和有价值的产品或服务的意识很可能直接影响网上客户的满意度。另一个含义是，在发展战略留住网上客户，管理需要开发不仅是高质量的电子商务系统，而且产品质量，可靠的交货，公平的价格。

7. Limitations and Suggestions

Although this study provides meaningful managerial implications, it has some limitations. First, the model was empirically tested in a sample of university undergraduates from Taiwan. Thus, it cannot be assumed that the sample is 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 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 motorcycle, 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.限制与建议

虽然这项研究提供了有意义的管理意涵，它具有一定的局限性。首先，该模型

实证检验样品中，来自台湾的大学本科生。因此，不能认为该样本是代表全球电子人口。过去的研究发现，文化扮演着重要的角色在消费者行为[10，20]。未来的研究应该复制这项研究，并对此进行测试，在不同的国家或文化的概念模型。

因为在这项研究中的受访者为大学本科生，他们经常购买的物品，例如书籍，衣物，音乐或电影。这些项目的成本较低;因此，知觉价格已不再是他们的问题。这项研究的结果不能代表顾客购买成本高的项目网上，如摩托车，珠宝，或汽车，仅举几例。未来的研究可能针对购房者成本高，项目和发掘他们的满意度的影响因素。

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