Empirical Study on the Influence of E-shopping Prejudice to E-customer Satisfaction

Sizong Wu, W. Yin, Guoyue Xiong
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引用次数: 2

Abstract

Based on Kotler's theory of customer delivered value (CDV) (P. Kotler, 1994), this paper builds up the structural model on the relationship among e-shopping prejudice, CDV of e-customers (e-CDV) and e-customer satisfaction. E-CDV includes 6 dimensionalities, which are product value, personnel value, service value, price cost, time cost, energy and physical cost, while the 3 of last cost dimensionality are valued. The empirical result of 316 samples displays that e-shopping prejudice has prominently negative influence on e-customer satisfaction, while it has no pertinent relationship with E-CDV. E-CDV has prominent influence on e-customer satisfaction, in which the time cost of non-difference-group and the group with high e-shopping prejudice has prominent influence on e-customer satisfaction. It is different from entity shopping, product value and personnel value has weak influence on delivered value of network customers.
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电子购物偏见对电子顾客满意度影响的实证研究
本文以科特勒的顾客交付价值理论(P. Kotler, 1994)为基础,构建了电子购物偏见、电子顾客交付价值(e-CDV)和电子顾客满意度之间关系的结构模型。E-CDV包括6个维度,分别是产品价值、人员价值、服务价值、价格成本、时间成本、能源成本和物理成本,其中对最后3个成本维度进行了估值。316个样本的实证结果显示,电子购物偏见对电子顾客满意度有显著的负向影响,而与电子cdv无相关关系。E-CDV对电子顾客满意度有显著影响,其中无差异群体和高网络购物偏见群体的时间成本对电子顾客满意度有显著影响。与实体购物不同,产品价值和人员价值对网络顾客交付价值的影响较弱。
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