中文摘要：

通过结构方程的实证方法,研究了哪些关键变量对我国B2C顾客满意度构成重要影响,以及影响的强度分别有多大。通过非概率抽样和便捷抽样,本文采集了1001个有效样本,运用探索性因子分析和验证性因子分析,将影响顾客满意度的指标分为9个因子。通过结构方程建模,研究发现有7个因子的影响是显著的,其中交易能力对顾客满意度的影响最大,其次是物流配送与支付方式、网站的客户服务。其它对满意度有正向影响的因子依次为安全隐私、商品特征、信息质量、网页设计,而响应时间和网站的易浏览性2个因子对我国B2C顾客满意度的影响不显著。

英文摘要：

The purpose of this research is to identify key factors that might influence Chinese B2C customers＇ satisfaction and include those factors ignored by prior studies.Through non-probability sampling and convenience sampling,1,001 valid samples are collected and exploratory factor analysis and confirmatory factor analysis are used to establish nine dimensions of online shopping experience.The results show that the transaction capability has the strongest influence on B2C customer satisfaction;delivery and payment,customer service have the second and third most significant impact on B2C customer satisfaction,respectively.Security/privacy,merchandise feature,information quality,and web site design are also strongly predictive factors of B2C customer satisfaction,while the effects of response of time and navigation on B2C customer satisfaction are statistically insignificant.