Web2．0时代中国网络消费者满意度影响因素实证研究

通过应用来自中国3所大学和5个虚拟社区的327个数据，本研究调查了Web2．0时代中国网络消费者满意度的影响因素。研究中建立并验证了一个包含有11个假设（最终有8个得到了证实）的结构方程模型（SEM）。从结果中可以得出三个主要的结论：（a）中国的网络消费者正在经历“信息过载”问题，购物网站提供的推荐系统成为了影响网络消费者满意度的主要因素之一；（b）物流是一个在中国表现出特殊重要性的影响网络消费满意度的因素；（c）网络社区的满意度与购物网站的总体满意度之间成正相关关系。

An Empirical Research of Factors Affecting Customer Satisfaction of Chinese Online Shoppers in Web2.0 Era

Based on 327 data from three universities and five virtual communities in China,this study investiga- ted the factors affecting customer satisfaction of Chinese online shoppers in Web2.0 era.A SEM model was es- tablished,including a total of 11 hypotheses,where 8 hypotheses were confirmed.Results show three main find- ings:(a)Chinese online shoppers are facing"information overload",and the recommender system becomes the primary factor in influencing customer satisfaction of online shopping in China;(b)Logistic is a special factor influencing customer satisfaction in China;(c)a strong positive correlation exists between virtual community sat- isfaction and the overall satisfaction of the web.