Web2.0时代中国网络消费者满意度影响因素实证研究

Acta Metallurgica Sinica(English letters)

Web2.0时代中国网络消费者满意度影响因素实证研究

李政，王德宠

北京邮电大学文法经济学院

收稿日期:2008-03-06 修回日期:1900-01-01 出版日期:2008-04-28

AnEmpiricalResearchofFactorsAffectingCustomerSatisfactionofChineseOnlineShoppersinWeb2.0Era

LI Zheng, WANG De-chong

School of Humanities, Law and Economics, Beijing University of Posts and Telecommunications

Received:2008-03-06 Revised:1900-01-01 Online:2008-04-28

摘要/Abstract

摘要： 通过应用来自中国三所大学和五个虚拟社区的327个数据，本研究调查了Web2.0时代中国网络消费者满意度的影响因素。研究中建立并验证了一个包含有11个假设（最终有8个得到了证实）的结构方程模型(SEM)。从结果中可以得出三个主要的结论：(a)中国的网络消费者正在经历“信息过载”问题，购物网站提供的推荐系统成为了影响网络消费者满意度的主要因素之一；(b)物流是一个在中国表现出特殊重要性的影响网络消费满意度的因素；(c)网络社区的满意度与购物网站的总体满意度之间成正相关关系。

关键词: 网络购物消费满意度虚拟社区Web2.0时代结构方程

Abstract: Based on 327 data from three universities and five virtual communities in China, this study investigated factors affecting customer satisfaction of Chinese online shoppers in Web2.0 era. A SEM model was used. 8 hypotheses among the total 11 hypotheses in SEM model were confirmed in the final. Results show three main findings: (a) Chinese online shoppers are facing “information overload”, and recommender system becomes the important factor influencing customer satisfaction of online shopping in China;(b) Logistic is a special factor influencing customer satisfaction in China; (c) a strong positive relationship exists between virtual community satisfaction and overall satisfaction.

Key words: onlineshopping, customersatisfaction, SEM, virtualcommunity, Web2

中图分类号:

F036.3

李政，王德宠. Web2.0时代中国网络消费者满意度影响因素实证研究[J]. Acta Metallurgica Sinica(English letters).

LI Zheng, WANG De-chong. AnEmpiricalResearchofFactorsAffectingCustomerSatisfactionofChineseOnlineShoppersinWeb2.0Era[J]. Acta Metallurgica Sinica(English letters).