CAJ | 학술논문

平台式网络零售已成为在线零售的主要形式。通过问卷调研方法对平台式网络零售顾客满意影响因素进行了实证分析，结果表明：对于平台式网络零售来说，商品质量、价格优势对顾客满意度具有显著地正向影响，而网店设计、信息质量、订单履行和顾客服务质量对最终的顾客满意度影响均不显著。因此，平台式网络零售商应据此合理分配营销资源，并注重通过控制商品质量和提高商品价格优势来提升顾客满意度。
평태식망락령수이성위재선령수적주요형식。통과문권조연방법대평태식망락령수고객만의영향인소진행료실증분석，결과표명：대우평태식망락령수래설，상품질량、개격우세대고객만의도구유현저지정향영향，이망점설계、신식질량、정단리행화고객복무질량대최종적고객만의도영향균불현저。인차，평태식망락령수상응거차합리분배영소자원，병주중통과공제상품질량화제고상품개격우세래제승고객만의도。
Platfonn internet retailing has been becoming the main fonn of online retailing. An empirical study of factors influencing consumer satisfaction was conducted by using the questiormaire survey method. The results indicated that in the setting of platfonn online retail, consumer satisfaction was positively and significantly affected by product quality and price, but not by website design, infonnation quality, order fulfillment, and consumer service quality. So platfonn online retailers should reasonably allocate marketing resources accordingly, and pay attention to improve customer satisfaction by controlling product quality and enhance price advantage of product.