摘要
以欧洲用户满意度模型(ECSI)为基础,引入用户信任,构建会员制社交电商用户满意度模型;以会员制社交电商云集作为实证研究对象,收集186份有效问卷,利用SmartPLS进行数据分析,探讨会员制社交电商用户满意度的影响因素。结果发现,企业形象、感知价值、用户期望、感知质量、用户信任正向影响用户满意度,用户满意度、企业形象、用户信任又正向影响用户忠诚。进而从感知质量、感知价值、企业形象3个方面提出优化用户购物体验、提高产品性价比以及寻找有口碑的品牌方合作等建议。
This paper utilizes European User Satisfaction Model(ECSI)as the basic model,introducing user trust to build membership social e-commerce user satisfaction model.It takes Yunji,a typical membership social e-commerce company to do empirical study.Collecting 186 valid respondents,it utilized SmartPLS to do data analysis.The empirical results show that corporate image,perceived value,user expectation,perceived quality,and user trust have positive effects on user satisfaction.And user satisfaction,corporate image,user trust exert positive effects on user loyalty.Finally,from there aspacts of perceived quality,perceived value and corporate image,suggestions are proposed to optimize user experience,improve product cost performance and find a reputation for business cooperation.
作者
黄湘凌
邵婷
HUANG Xiangling;SHAO Ting(Teacher’s College, Jimei University, Xiamen, Fujian 361021, China;School of Economics and Management, Xiamen University of Technology, Xiamen, Fujian 361024, China)
出处
《闽江学院学报》
2022年第1期83-91,共9页
Journal of Minjiang University
基金
教育部人文社会科学青年基金(18YJC630140)
厦门理工学院科研攀登计划(XPDKQ19005)。
