دانلود رایگان مقاله عوامل تعیین کننده رضایت از خرید الکترونیکی در خرده فروشی الکترونیکی

ABSTRACT

Evidently, the Internet has resulted in a fundamental shift in retailing practice, creating a shift in both consumer and business behavior, which has been compared to that of the Industrial Revolution. The purpose of this paper is to analyze customer satisfaction in e-commerce market. In particular, we determine the factors that affect customer e-satisfaction and the relationship between customer satisfaction and consumer spending in e-commerce retailing. We focus on how American based e-commerce firms are impacted by these developments and how marketing practices have reflected the developing e-commerce situation. The results show that customer satisfaction does have an impact on consumer spending in American based e-commerce retailers. Further, the relationship between customer satisfaction and consumer spending is positive, where higher e-satisfaction results in more spending in e-commerce. The results also show that there is a direct relationship among e-service quality, e- satisfaction and e-loyalty in terms of online spending by consumers. However, the analysis shows that e-commerce still faces challenges compared with traditional offline retailers since customers cannot feel and try the products, and may end up choosing the products that they do not want.

14. Conclusion

The paper uses regression analysis and panel-data analysis to study the effect of customer satisfaction on consumer spending in Americanbased e-commerce retailers. In addition, we build the consumer price index as a proxy variable of consumer spending, and examines the aggregate and longitudinal effect of customer satisfaction on consumer spending in the case companies by undertaking empirical tests. We select consumer spending in 115 leading American-based e-commerce retailers to construct the consumer price index. On the basis of the United States’ national conditions and data integrity, the influences of macroeconomic factors such as GDP and inflation were eliminated. The American Customer Satisfaction Index and the consumer price index constructed in this paper prove a high correlation; the effect of American customer satisfaction in terms of consumer spending in American based e-commerce retailers is obvious. Through the analysis, we find that the customer satisfaction is important in both offline and online shopping environments. The e-commerce retailers continuously seek to increase online consumer spending through improving e-service quality, offering wide product ranges and updating customer expectations in a timely fashion. In addition, they intend to increase both perceived value and quality of online products in terms of the American customer satisfaction aspect so that they ultimately achieve sustainable e-loyalty. On the other hand, customers will pay extra fees for the shipping when the free shipping areas are not included. In summary, a positive relationship between customer e-satisfaction and consumer spending in American e-commerce retailers has been proved. Namely, the higher the customer e-satisfaction in this area, the more consumers will spend.