Thecriticalfactorsimpactononlinecustomersatisfaction影响网上顾客满意度的关键因素AbstractInthelastdecade,theconceptsofcustomersatisfactionandcustomerretentionhavegainedincreasingimportanceinbothonlineandoff-linebusinesses.Theprimaryobjectiveofthepresentstudyisintendedtoascertainthefactorsthataffectonlineconsumers’satisfactioninTaiwan.Init,informationquality,systemquality,servicequality,productquality,deliveryqualityandperceivedpricehavebeenidentifiedandtakenastheantecedentsofusersatisfaction.Thepresentstudy,too,holdsthekeytounravellinghowthesefactorsmayinfluenceonlineconsumers’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。Asurveywasconductedwith390Taiwan’suniversityundergraduateswhohadonlinepurchaseexperience.Multipleregressiontechniqueswereusedtoverifytheoverallmodelfitandtoillustrateonlinecustomers’satisfaction.Theresultsshowedthatonlineconsumers’satisfactionwaspositiveandsignificantaffectedbyinformationquality,systemquality,servicequality,productquality,deliveryqualityandperceivedpriceatsignificantP<0.01level.Moreover,deliveryqualitywasthemostimportantfactorandfollowedbyproductquality.Theevidencegeneratedinthepresentstudysuggeststhate-commerceoperatorsshouldpaymoreattentionontheproductsourcing,andcooperatewiththedeliverysuppliertoprovideahigherdeliveryqualitysuchascorrectorder,ontime,andsafetypackage.Theimplicationsofthisfinding,amongothers,arethoroughlydiscussedintheconcludingsection.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:usersatisfaction,informationquality,systemquality,servicequality,productquality,deliveryquality,perceivedprice.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.IntroductionOnlinecustomerretentionhasattractedconsiderableattentioninrecentyears,partlybecauseitservesasameansofgainingcompetitiveadvantage[28].Whenacustomerissatisfiedwithaparticularinternetstore,heorsheismorelikelytoshopthereagain[15].Therefore,conceptsofbothcustomersatisfactionandcustomerretentionhavebecomeincreasinglyimportanttoonlineandoff-linebusinesses.Itisimportanttounderstandthefactorsthatdriveconsumers’satisfactionandtheirchoiceoftheonlinechannels[8].Kolter[17]pointedoutthatthebuyingprocessincludesproblem/needrecognition,informationsearch,evaluationofalternatives,purchasedecision,andpost-purchasebehavior.Satisfactionistheconsequenceofthecustomer’sexperienceduringvariouspurchasingstages.Onlinecustomershoppingexperienceisbasedsolelyononlinestores’informationbecauseofalackofphysicalcontact[23].Therefore,informationaswellassystemandservicequalitymayinfluencecustomers’satisfactionduringtheinformation-searchstageandshoppers’purchasedecisions.Thepresentstudyfocusedonindentify...
