东北大学学报（社会科学版）

东北大学学报（社会科学版） ›› 2014, Vol. 16 ›› Issue (1): 32-37.DOI: -

• 经济与管理研究 • 上一篇    下一篇

在线消费顾客满意影响因素的分类研究

宁连举1，闫春晓1，肖海弘2   

  1. (1.北京邮电大学经济管理学院，北京100876;2.巴黎HEC商学院管理学院，法国巴黎78350)
  • 收稿日期:2013-07-06 修回日期:2013-07-06 出版日期:2014-01-25 发布日期:2014-12-30
  • 通讯作者: 宁连举等
  • 作者简介:宁连举(1971-)，男，黑龙江齐齐哈尔人，北京邮电大学副教授，博士生导师，主要从事网络消费者行为、创新管理与信息化研究。
  • 基金资助:
    国家自然科学基金资助项目(71271032);教育部人文社会科学研究资助项目(YJA630081)。

A Classification Study on the Factors Affecting Customer Satisfaction at Online Consumption

NING Lianju1， YAN Chunxiao1， XIAO Haihong2   

  1. (1. School of Economics & Management， Beijing University of Posts and Telecommunications， Beijing 100876， China; 2. School of Management， HEC Paris， Paris 78350， France)
  • Received:2013-07-06 Revised:2013-07-06 Online:2014-01-25 Published:2014-12-30
  • Contact: -
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摘要： 应用双因素理论，将影响顾客满意度的因素分成决定因素、积极因素、消极因素和中立因素四类，解释了在顾客高满意度/低满意度下不同因素的不同影响程度。运用回归分析，按照影响因素的具体统计特征将其归类，区分了不同因素的重要程度并给商家提出了相应的应对措施。实证研究结果表明:产品质量、物流配送属于决定因素，显著影响顾客满意度;产品信息、购物过程、平台建设、产品种类属于积极因素;支付手段、售后服务属于消极因素;折扣促销属于中立因素。

关键词: 在线消费, 顾客满意度, 双因素理论

Abstract: Based on two factor theory， this study classifies the factors affecting customer satisfaction into four types—decisive factors， positive factors， negative factors and neutral factors， and the results give a further explanation of the factors properties and varied effects on customer satisfaction. By applying regression analysis， the influencing factors are classified by the specific statistical properties to rate the importance of these factors and then some countermeasures are put forward. The empirical results show that product quality， logistics and distribution are the decisive factors， which significantly affect customer satisfaction; product information， shopping process， platform construction and product category are the positive factors; payment method and aftersale service belong to the negative factors; and discount is a neutral factor.

Key words: online consumption, degree of customer satisfaction, two factor theory

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