摘要
本文以当当网商城、亚马逊中国和京东商城为研究对象,通过对收集到的257份调查问卷进行了实证分析来研究网站质量的不同维度以及客户服务对顾客满意度和在线购买意愿的影响。研究结果发现:网站质量中的定制沟通、情绪感染力、相对优势及客户服务显著影响客户对网站的满意度;网站质量中的直观操作性与情绪感染力则显著影响顾客的在线购买意愿。
This paper studied the impacts of different dimensions of website quality and website customer service on eus-tomer satisfaction and purchase intention by collecting 257 questionnaires from intemet users using dangdang, corn, amazon, cn or360buy. com. The findings indicated that three dimensions of website include tailored communications, emotional appeal and rela- tive advantage were significant in predicting customer satisfaction, while intuitive operations and emotional appeal were positively associated with purchase intention.
出处
《现代情报》
CSSCI
2014年第2期13-17,共5页
Journal of Modern Information
基金
中央高校基本科研业务费专项资金资助(项目编号:K5051306009)
关键词
网站质量
满意度
购买意愿
B2C
电子商务网站
website quality
satisfaction
purclmse intention
B2C
E- conanerce websites
