【作者】 张建华；

【导师】 李玉辉；

【作者基本信息】 郑州大学 ， 企业管理， 2013， 硕士

【摘要】 近年来,我国B2C电子商务的消费规模快速增长,电子商务网站的数量也不断增加,电子商务企业之间的竞争愈演愈烈。在日益激烈的市场竞争中,及时准确的了解消费者的满意程度以及对购物过程的感知,掌握影响B2C模式网络购物顾客满意度的影响因素,对B2C电子商务企业不断努力采取有效措施改善产品和服务,进而提升企业竞争力是至关重要的。本文主要研究B2C模式下网络购物顾客满意度的影响因素,旨在通过此项分析,一方面丰富相关方面的研究,另一方面为B2C电子商务企业提升其顾客满意度提供有效的依据和方法。首先,本文对国内外关于顾客满意度的相关概念及其测评、B2C模式网络购物顾客满意度的影响因素等研究进行了文献综述,并在参考借鉴已有文献和研究的基础上,提出了本文的研究概念模型。在本文的实证研究阶段,通过借鉴国外成熟量表,结合实际行业特征进行了调整,形成了初始调查问卷,通过初步检验,对初始调查问卷进行了调整和修正,形成了最终的调查问卷。在正式调查研究阶段,以有过B2C模式网络购物经历的消费者为主要调查对象进行了调查问卷的发放和回收,利用统计软件SPSS17.0和AMOS17.0对问卷进行了信度和效度检验,验证了调查问卷的有效性和可靠性。最后采用结构方程模型路径分析估计了概念模型中各条路径的参数值,通过拟合指数对模型拟合程度进行了评价。研究发现企业形象、网站安全性、产品价值、服务价值、评论与评级这五个因素都会对B2C模式下顾客网购满意度产生显著的影响作用,明确了顾客信任这一中介变量在“企业形象对顾客满意度”和“网站安全性对顾客满意度”之间显著的中介影响作用。本文根据实证研究的结果对B2C电子商务企业提升顾客满意度提出了一些建议,如注重企业形象和网站安全的建设,增强顾客信任,保障产品价值和服务质量,加强顾客评论与评级管理等。论文最后提出了本文研究的不足之处以及未来研究的方向。更多还原

【Abstract】 In recent years, with the consumption scale of B2C e-commerce, and the number of e-commerce enterprises has increased rapidly, the competition among e-commerce enterprises is increasingly fierce. In the increasingly fierce market competition, it is very important for B2C e-commerce enterprise to understand customers’satisfaction and their perception of the whole shopping process timely and accurately, to control the influence factors of online shopping customer satisfaction on B2C e-commerce sites, and then take efforts to improve their products and service, effectively enhance enterprise competitiveness.This paper mainly studies the influence factors of customer satisfaction on B2C online shopping, aim to enrich the related research and to provide effective basis and method for B2C e-commerce enterprises to know and improve the customer satisfaction. First, this paper reviews the home and abroad literature on the related concepts about customer satisfaction and its assessment, and the influence factors of online shopping customer satisfaction. And on the basis of reference literature and research, this study puts forward a preliminary conceptual model. In the stage of empirical research, this study designs the questionnaire of the influencing factors of customer satisfaction on B2C e-commerce online shopping through learning mature foreign scales. After distributing and receiving questionnaires, statistical software SPSS17.0and AMOS17.0are used to test the questionnaires’reliability and validity, and to do confirmatory factor analysis and path analysis. The results show that such five factors as company image, website security, product value, service value and customer review and ratings have a significant effect on customer satisfaction of B2C online shopping, and finds that the intermediary variable of customer trust also does a great role in the model. Then, this paper puts forward the effective suggestions for B2C e-commerce enterprise to improve customer satisfaction, such as focusing on construction of corporate image and site safety, enhancing customer trust, ensuring the value of products and the quality of service, strengthen the management level of customer reviews and ratings,etc. This paper puts forward the deficiency and the future research directions finally.更多还原