CAJ | 학술논문

本文以当当网商城、亚马逊中国和京东商城为研究对象,通过对收集到的257份调查问卷进行了实证分析来研究网站质量的不同雏度以及客户服务对顾客满意度和在线购买意愿的影响.研究结果发现：网站质量中的定制沟通、情绪感染力、相对优势及客户服务显著影响客户对网站的满意度;网站质量中的直观操作性与情绪感染力则显著影响顾客的在线购买意愿.
본문이당당망상성、아마손중국화경동상성위연구대상,통과대수집도적257빈조사문권진행료실증분석래연구망참질량적불동추도이급객호복무대고객만의도화재선구매의원적영향.연구결과발현：망참질량중적정제구통、정서감염력、상대우세급객호복무현저영향객호대망참적만의도;망참질량중적직관조작성여정서감염력칙현저영향고객적재선구매의원.
This paper studied the impacts of different dimensions of website quality and website customer service on eus-tomer satisfaction and purchase intention by collecting 257 questionnaires from intemet users using dangdang, corn, amazon, cn or360buy. com. The findings indicated that three dimensions of website include tailored communications, emotional appeal and rela- tive advantage were significant in predicting customer satisfaction, while intuitive operations and emotional appeal were positively associated with purchase intention.