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在网络信息化发展的今天,网络用户迅速增长,网络购物凭借其方便快捷、价格优惠等优点引起广大消费者的关注,并逐渐加入到网购的大军,进而导致竞争加剧,如何提高网购顾客满意度,吸引新顾客,保留老顾客的忠诚度,成为国内外学者研究的重点问题。文章通过分析以往相关文献,结合网络购物特点,将所涉及的三个主体(商家、电子商务网站和消费者)考虑进来,深入探讨并总结出在网购模式下,影响顾客满意度的关键因素,以便为未来的研究提供了方向性的指导。
Today, the development of network information, the rapid growth of Internet users, online shopping by virtue of its convenient, price concessions and other consumer interests caused by the concern and gradually joined the online shopping army, leading to increased competition, how to improve online shopping customer satisfaction , Attracting new customers and retaining the loyalty of old customers has become the focus of scholars at home and abroad. By analyzing the relevant literature in the past and combining with the characteristics of online shopping, the article takes into account the three main bodies involved (merchants, e-commerce websites and consumers), deeply discusses and concludes the key factors that affect customer satisfaction in the online shopping mode, In order to provide directional guidance for future research.