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Factors Affecting Consumer Satisfaction of Online Purchase
影响网上购物消费者满意度的因素
Theresa Lauraeus-Niinivaara Aalto University 9 PUBLICATIONS 11 CITATIONS
Timo Saarinen Aalto University 43 PUBLICATIONS 1,122 CITATIONS
Abstract
Consumers frequently engage in pre-purchase search to extract up-to-date information for their purchase decisions. Search is an essential part of online comparison-shopping and decision-making process as it reduces purchase related uncertainty and increases the likelihood of purchase satisfaction.
In this paper, we study how determinants of pre-purchase search, purchase related uncertainty and the type of the search process, influence consumersrsquo;perceived satisfaction with the online purchase.
Our analysis of 351 consumers show that the classic determinants such as product class knowledge,time availability, attitudes toward shopping, and search effort do not significantly affect perceived purchase satisfaction. Instead, we find that involvement and purchase related uncertainties have stronger effect on satisfaction. However, the type of the search process turned out to be the most important factor behind perceived purchase satisfaction.
摘要
消费者经常在购买前进行搜索，为他们的购买决策提取最新信息。搜索是在线比较购物和决策过程的重要组成部分，因为它减少了与购买相关的不确定性，并增加了购买满意度的可能性。
本文研究了购买前搜索的决定因素、购买相关的不确定性以及搜索过程的类型如何影响消费者对在线购买的感知满意度。
我们对351名消费者的分析表明，产品类知识 ，时间可用性，对购物的态度和搜索努力等经典决定因素不会显著影响感知的购买满意度。 相反，我们发现参与和购买相关的不确定性对满意度的影响更大。然而，搜索过程的类型被证明是感知购买满意度背后最重要的因素。
1. Introduction
Consumers often experience uncertainty while making purchase decisions [29], [54], [56], [57], [38], or making online purchases [61], [62], [63], [29], [57], [32], [33] . Conceptually, consumer purchase decision process can be described as a series of steps progressing from problem recognition, to information search, to evaluation of alternatives, to purchase decision, and finally to implementing the purchase [48]. Consumers acquire information necessary to purchase decisions mainly via different types of information search. Consumers look for information of products in an attempt to decide what, when, and from whom to purchase. In this paper, we conceptualize the online purchasing process as a search and decision making process, linking it into a search theory base and the general decision making phases by Simon [50].
1、简介
消费者在做出购买决定[29]、[54]、[56]、[57]、[38]或在线购买[61]、[62]、[63]、[29]、[57]、[32]、[33]时往往会遇到不确定性。从概念上讲，消费者购买决策过程可以描述为一系列步骤，从问题识别到信息搜索，再到替代方案评估，再到购买决策，最后到实施购买[48]。消费者主要通过不同类型的信息搜索获得购买决策所需的信息。消费者寻找产品信息，试图决定购买什么、何时和从谁那里购买。在本文中，我们将在线采购过程概念化为一个搜索和决策过程，将其链接到搜索理论基础和Simon[50]的一般决策阶段。
Kohli et al. [27] found strong support for relation of satisfaction and the design and choice phases of online consumersacute; decision-making process. They also found that the support for the decision-making process in electronic channel measured by the cost and time savings, will lead to higher satisfaction.
Kohli等人。[27]在满足关系和在线消费者决策过程的设计和选择阶段找到了强有力的支持。他们还发现，支持在电子渠道决策过程中衡量成本和时间的节省，将导致更高的满意度。
Kambil and van Heck [24] predict based on their studies of nearly 100 markets that by decade#39;s end, online exchanges and auctions will be an essential part of business [24] . They explain how to design and effectively use markets and auctions to connect with customers, to increase efficiency and to find the best information yielding to high satisfied customers [24]. Electronic markets benefit from increasing productivity of information technology, since product information can be disseminated at increased speed, quantity, and quality [35]. New technologies enable fast transactions, convenient access, and increased amount of information creating new opportunities and challenges in building electronic markets [24], [58] . It seems evident that the future development of electronic consumer markets crucially hinges on development of more advanced shopping aids that will enable consumers, not only retrieve and sift product information, but also help assess this information, judge products and sellers, and even evaluate their purchase related preferences.
Kambil和van Heck[24]根据他们对近100个市场的研究预测，到10年底，在线交易和拍卖将成为业务的重要组成部分[24]。他们解释了如何设计和有效地利用市场和拍卖与客户联系，提高效率，并找到最适合高满意度客户的信息[24]。电子市场得益于信息技术生产力的提高，因为产品信息可以以更高的速度、数量和质量传播[35]。新技术能够实现快速交易、方便访问和增加信息量，从而在构建电子市场方面创造新的机遇和挑战[24]，[58]。显然，电子消费市场的未来发展关键在于开发更先进的购物辅助工具，这将使消费者不仅能够检索和筛选产品信息，而且有助于评估这些信息，判断产品和卖家，甚至评估他们的购买相关偏好。
We need more research on online consumer behavior and consumer perceived satisfaction of purchase, because consumer oriented technology continues to offer new opportunities. Our understanding of consumer behavior remains far from perfect despite the large progress that has been made over the past few decades. The complexity of consumer decision phenomenon is depicted by the notion that more than 60 determinants have been related to the amount of pre-purchase consumer search [48]. In earlier studies some researchers have mad attempts to model the online consumer experience [59], the factors influencing the consumer search behavior [14], [29], [48], [53], [7], [45], [37], [33] that is an essential part of consumer decision making process [10], [11], [19], [21], [33], [42], [48], [34]. Consumer satisfaction has emerged as one of the central concepts of consumer centric business for it has been related to desired outcomes in many consumer relations, such as brand loyalty [12], [34], repurchase intentions [21], [34], recommending [43] and complaining [23] , [47]. As a result, consumer satisfaction is seen as a worthwhile interim goal in the pursuit of profitable retail business. There are some interesting studies on consumer perceived satisfaction on online purchase [27], [3], [12], [19],[21], [23], [34], [43], [47]. However, we still regularly fall short of being able to attribute purchase related satisfaction to its constituents.
我们需要更多的在线消费者行为和消费者对购买的满意度的研究，因为面向消费者的技术继续提供新的机会。尽管在过去几十年中取得了巨大的进
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