Determinants of Customer Satisfaction in the Online Shopping Context

[[abstract]]在現今快速變遷及高度競爭的電子商務環境中，增進顧客滿意度對公司能否成功經營而言，占了至關重要的地位。許多研究早已指出顧客滿意度應該被公司視為最須關注的議題，然而，我們仍須建立一個更為完整的模型去了解並解釋在網路購物的環境中，顧客滿意度是如何被激發及影響。因此，本研究的重點就是將公平理論、價值觀點、信任、方便性等因素，作為本研究模型前因並且進一步探討這些因素對於網路購物的顧客滿意度之影響。有效資料共計２００份，來源為具網路購物經驗之使用者，而分析的主要工具為Smart-PLS。研究結果發現，分配公平、資訊公平、信任、感受績效以及方便性皆對顧客滿意度有顯著地正向關係。而程序公平則並未在本研究中呈現出對顧客滿意度之顯著的正向關係。本研究另提供了學術意涵及管理意涵，並在文末提供了未來研究之方向。[[abstract]]Under the circumstance of fierce competition in B2C market how to increase customer’s satisfaction is crucial for sellers’ success and survival Numerous studies have already affirmed that customer satisfaction should be taken as a main goal for running business However there is still a strong need for seeking a more comprehensive model to explain how customer satisfaction is actually provoked Therefore the aim of this article attempts to explore the antecedents of customer satisfaction and how they related In the research model justice theory perceived value trust and convenience are hypothesized to positively affect customer satisfaction in online shopping settings Data was retrieved from 200 respondents with online shopping experiences The quantitative analysis of questionnaires was conducted through partial least square in order to indicate the relationship between variables Results of this study showed the influence of distributive justice informational justice perceived justice trust and convenience are the significant positive predictors of customer satisfaction This study concludes with theoretical and managerial implications as well as in providing directions for future researc