在线购物背景下的顾客满意过程

为辨识电子商务时代顾客满意的机制,从整体在线购物体验的视角,开发了一个三阶段的顾客满意过程模型。研究表明：在线购物背景下,满意是顾客历经各个购买阶段的体验的结果;每个阶段的满意度既取决于那个阶段的购物体验,也取决于前面阶段的满意程度;前一阶段的满意将影响后面阶段的满意,它们联合起来形成了整体满意。不同类别的在线顾客之间在顾客满意程度上存在着显著差异。

Customer Satisfaction Process in Online Shopping Context

In order to identify the mechanism of E-commerce customer satisfaction,this study developed a three-stage customer satisfaction process model from the perspective of total online shopping experience.The results suggest that,satisfaction in online shopping context is the result of customer experiences through each purchase stage.The degree of satisfaction at each stage is subject to the shopping experience of that stage as well as the degree of satisfaction at previous stages,and they combine to lead to overall satisfaction.Finally,there are significant disparities on customer satisfaction among different sub-samples of online customers.