摘要
随着B2C网络购物平台的快速发展,如何维持购物网站顾客满意度进而增进购买显得尤为重要。本文以京东商城为例,提出对B2C网络购物顾客满意度模型,找出更为符合B2C网络购物特征和潮流的顾客满意度影响因素。研究发现商品质量、支付价格、物流支持、网上操作、售后服务、网络互动性、网络安全性、个性化服务分别对B2C网络购物顾客满意度起到一定的促进作用,且影响程度依次降低。最后提出提升网络购物顾客满意度的对策建议。
With the rapid development of online shopping,B2 C online shopping platform becomes faster and faster,how to maintain a high level of customer satisfaction and further enhance the purchase,increase corporate profits have gradually been focused by the commercial sector and academia. Based on the model and factors of online shopping satisfaction,this article intends to propose amendments to the B2 C online shopping customer satisfaction model and finds out more factors in line with the current trend of B2 C online shopping features. This article finds that the quality of goods,the price paied,logistics support,on-line operation,service,network interaction,network security,personalized service,respectively both play a role in promoting B2 C online shopping satisfaction and their degree of influence reduce in turn; logistics staff＇s attitude,shopping sites provide 24 h customer service or not,the possibility of allowing consumers setting pages according to personal preferences do not affect the consumer B2 C online shopping satisfaction; different online shopping groups have different awareness of satisfaction.
出处
《南京财经大学学报》
2015年第5期87-94,共8页
Journal of Nanjing University of Finance and Economics
基金
国家社科基金重点项目"提升企业品牌核心竞争力研究(10AJY011)"阶段性成果
江苏高校优势学科建设工程项目
关键词
B2C
购物网站
顾客满意度
B2C
shopping online
customer satisfaction
