CAJ | 학술논문

以当当网商城、亚马逊中国和京东商城3个典型的电子商务网站为研究对象,研究了网站质量的4个构成维度对网站总体质量的影响以及顾客满意度在网站总体质量与顾客购买意愿之间的中介作用。不同于目前大多数基于多问项（Multi-item）的反映型（Reflective）测量模型,使用一种基于多阶构成型（Formative）的PLS（Partial Least Squares）方法对264份调查问卷进行了实证分析。结果表明：娱乐性和互补关系显著影响顾客对网站总体质量的感知;网站总体质量既直接正向影响顾客的购买意愿,又通过顾客满意度的部分中介作用正向影响购买意愿。最后对研究结论及其管理启示进行了讨论。
이당당망상성、아마손중국화경동상성3개전형적전자상무망참위연구대상,연구료망참질량적4개구성유도대망참총체질량적영향이급고객만의도재망참총체질량여고객구매의원지간적중개작용。불동우목전대다수기우다문항（Multi-item）적반영형（Reflective）측량모형,사용일충기우다계구성형（Formative）적PLS（Partial Least Squares）방법대264빈조사문권진행료실증분석。결과표명：오악성화호보관계현저영향고객대망참총체질량적감지;망참총체질량기직접정향영향고객적구매의원,우통과고객만의도적부분중개작용정향영향구매의원。최후대연구결론급기관리계시진행료토론。
This paper focuses on the impacts of four dimensions of website quality on the overall website quality and the mediator role customer satisfaction played between overall website quality and purchase intention by collecting 264 questionnaires from internet users of dangdang. com,amazon. cn or 360 buy. com. Most research in this field employs multi-item measures conceptualized as reflective models. It suggests a hierarchical formative PLS approach for website quality. The findings indicate that website＇s entertainment and complement relationship are significant in predicting overall website quality; overall website quality has positive impacts on purchase intention by both directly and indirectly though satisfaction. The theoretical and practical implications of this study are also discussed in the end.