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

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.