基于预期不确认理论和技术接受模型的网络购物顾客满意度影响因素分析

基于预期不确认理论和技术接受模型构建网络购物顾客满意度影响因素模型,将顾客满意度影响因素分为五个维度:个体创新性、顾客期望、网站特性认知、质量与服务感知和网购接受程度。通过结构方程模型方法进行验证,结果支持该模型及大多数假设,其中顾客期望、网站特性认知、质量与服务感知和网购接受程度均显著影响顾客满意度,个体创新性对顾客满意度的影响并不显著,并且网站特性认知、质量与服务感知和网购接受程度之间的假设关系得到验证。

Empirical Study of Influential Elements of E-satisfaction

Based on the expectation disconfirmation theory and technology acceptance model, this study proposed a model which reflects the e-satisfaction under the online shopping environment.The elements reflected esatisfaction have five dimensions： individual creativity, customer expectations, cognition of website features, perception of quality and service and online shopping acceptance. The result supports the model and most of the hypothesis which validated through structural equation modeling, including customer expectations, cognition of website features, perception of quality and service and online shopping acceptance affect e-satisfactiong significantly, but there is no significant reflect between individual creativity and e-satisfaction, and assumes the relations between cognition of website features, perception of quality and service and online shopping acceptance.