The critical factors impact on online customer satisfaction 影响网上顾客满意度的关键因素AbstractIn the last decade, the concepts of customer satisfaction and customer retention have gained increasing importance in both online and off-line businesses. The primary objective of the present study is intended to ascertain the factors that affect online consumers’ satisfaction in Taiwan. In it, information quality, system quality, service quality, product quality, delivery quality and perceived price have been identified and taken as the antecedents of user satisfaction. The present study, too, holds the key to unravelling how these factors may influence online consumers’ satisfaction.摘要在过去十年中，客户的满意和客户忠诚度的概念已经受到越来越多的在线和离线企业的重要性。
本研究的主要目的是为了确定在台湾的网上消费者满意的影响因素。
在信息质量，系统质量，服务质量，产品质量，交货质量和感知价格，已被确定和用户满意度的前因。
目前的研究，也认为解体的关键，如何将这些因素可能会影响网上消费者满意。
A survey was conducted with 390 Taiwan’s university undergraduates who had online purchase experienc e. Multiple regression techniques were used to verify the overall model fit and to illustrate online customers’ satisfaction. The results showed that online consumers’ satisfaction was positive and significant affected by information quality, system quality, service quality, product quality, delivery quality and perceived price at significant P <0.01 level. Moreover, delivery quality was the most important factor and followed by product quality. The evidence generated in the present study suggests that e-commerce operators should pay more attention on the product sourcing, and cooperate with the delivery supplier to provide a higher delivery quality such as correct order, on time, and safety package. The implications of this finding, among others, are thoroughly discussed in the concluding section.对有网上购买经验的390个台湾大学本科生进行了调查。
采用多元回归技术，以验证整体模型拟合，说明网上客户满意度。
结果表明，网上消费者的满意度是积极和重大影响的信息质量，系统质量，服务质量，产品质量，交货质量和显着，P <0.01水平知觉价格。
此外，交付质量是最重要的因素和产品质量。
在本研究中所产生的证据表明，电子商务运营商要对采购的产品更多的关注，并与供货商合作，提供正确的顺序，如更高的传输质量、及时和安全等等，这一发现的意义将在最后一节充分讨论。
Keywords: user satisfaction, information quality, system quality, service quality, product quality, delivery quality, perceived price.关键词：用户满意度，信息质量，系统质量，服务质量，产品质量，交货质量，感知价格。
1. IntroductionOnline customer retention has attracted considerable attention in recent years, partly because it serves as a means of gaining competitive advantage [28]. When a customer is satisfied with a particular internet store, he or she is more likely to shop there again [15]. Therefore, concepts of both customer satisfaction and customer retention have become increasingly important to online and off-line businesses. It is important to understand the factors that drive consumers’ satisfaction and their choice of the online channels [8].Kolter [17] pointed out that the buying process includes problem/need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Satisfaction is the consequence of the customer’s experience during various purchasing stages. Online customer shopping experience is based solely on online stores ’information because of a lack of physical contact [23]. Therefore, information as well as system and service quality may influence customers’ satisfaction during the information-search stage and shoppers’ purchase decisions. The present study focused on indentifying and measuring the constructs that may serve as the antecedents of online user satisfaction. This study further intended to verify empirically the relationship between these constructs and online user satisfaction. In doing so, this study synthesized the information-system research and the marketing perspectives while identifying instruments for measuring online user satisfaction and its antecedents. The survey targeted Taiwan’s university undergraduates who had online shopping experience.1.介绍网上客户忠诚度在近年来已经吸引了相当的关注，部分原因是因为它作为一种手段取得竞争优势[28]。
当顾客对特定的网络商店满意时更容易有购物欲望[15]。
因此，客户满意度和客户忠诚度的概念，已对在线和离线企业越来越重要。
重要的是理解驱动消费者满意度和他们选择在线渠道的因素[8]Kolter声称[17]指出，采购过程，包括问题/需求识别、信息检索、评估替代品、购买决策和购买行为。
满意是顾客的经验，在各种采购阶段的后果。
网上顾客的购物体验是完全基于网上商店的信息，因为缺乏身体接触[23]。
因此，信息以及系统和服务的质量可能会影响在信息搜索阶段的顾客满意度和顾客的购买决策。
目前的研究重点周金文和测量结构，可作为在线用户满意度的前因。
这项研究还旨在验证经验，这些结构和在线用户满意度之间的关系。
这样做，本研究综合信息系统的研究和市场营销的角度，同时确定了仪器测量在线用户满意度和其前因。
调查针对台湾有网上购物经验的大学本科生。
2. Specification of Online User SatisfactionSatisfaction is believed to influence attitude change and purchase intention [25]. A satisfactory purchase experience would appear to be one requirement for the type of continued interest in a product that might lead to repeat purchasing [7]. Many scholars found that satisfaction is one of critical factors influencing the continued purchase intentions [5, 8, 11, 12, 15, 24, 28, 30, 32]. In e-commerce context, DeLone and McLone [7] identified “User Satisfaction” as an important means of measuring our customers’ opinions of an e-commerce system. 2．规范的网络用户满意度满意度被认为是影响改变态度和购买意向[25]。