CAJ | 학술논문

本文采用构成型测量网站不同维度对网站质量的贡献,将满意度作为中介变量,研究了跨国电商与国内本土电商在网站质量对在线购买意愿影响的差异。以亚马逊、京东商城和当当网3家电子商务网站的消费者为调查对象,对524份问卷进行交叉验证分析发现,跨国电商亚马逊其网站质量仅通过满意度这一中介变量对购买意愿产生间接的影响;国内本土的两个电商企业还存在网站质量和购买意愿之间显著的直接影响。另外,借助重要性——绩效矩阵分析了网站需要改进的质量维度,为各电商企业提供策略。
본문채용구성형측량망참불동유도대망참질량적공헌,장만의도작위중개변량,연구료과국전상여국내본토전상재망참질량대재선구매의원영향적차이。이아마손、경동상성화당당망3가전자상무망참적소비자위조사대상,대524빈문권진행교차험증분석발현,과국전상아마손기망참질량부통과만의도저일중개변량대구매의원산생간접적영향;국내본토적량개전상기업환존재망참질량화구매의원지간현저적직접영향。령외,차조중요성——적효구진분석료망참수요개진적질량유도,위각전상기업제공책략。
Applying formative measurement, the paper focused on the contribution of the different quality dimensions on the website quality, and identified the differences between multinational and domestic e - Commerce companies in the influence of website quality on online purchase intention with the satisfaction as a mediator. A total of 524 questionnaires were collected from the Amazon, Jingdong Mall and Dangdang, the cross - validation analysis shows that website quality only indirectly impact on purchase intention through the satisfaction for multinational Amazon, while impact on purchase intentions significantly directly for the two domestic e - Commerce companies. In addition, a few dimensions are given to improve the website quality according to importance- performance matrix, and it put forward some strategies for each website.