淘宝网用户满意度调查研究.pdf

Generated by Foxit PDF Creator © Foxit Software For evaluation only. 淘宝网用户满意度调查研究 I Generated by Foxit PDF Creator © Foxit Software For evaluation only. 摘 要 网络购物的服务质量高低直接影响网络购物者的满意程度，间接影响到消费是否再 次登录该网站购物。本文以淘宝网作为研究对像，以大学生作为研究主体，分析大学生 在淘宝网购物的测量及评价其满意度。 为了确保指标的完善和问卷的科学有效，本文的实证研究分二个阶段来进行:一是 预调研(小规模调查)阶段，收集了39份问卷进行探索性因子分析,进一步删改指标体系 并改进问卷的提问方式;二是正式调研(大规模调查)阶段，共收集了有效问卷264份,获 取充足的数据用于实证分析。通过SPSS统计分析软件进行指标的信度、效度的分析， 最后对网络购物消费者满意度进行聚类分析。 本研究的意义在于: 提出衡量淘宝网购物满意度的测评办法，并对两种方式进行对 比，得出简介的计算方法。 关键词：网络购物，满意度，测评 II Generated by Foxit PDF Creator © Foxit Software For evaluation only. Abstract Internet shopping service quality directly affect the level of online shopping satisfaction with the level of indirect impact on the consumer to log in again to the site. In this paper, as a study on Taobao as to college students as the main study, analysis of university students in the surveying and Taobao to evaluate their satisfaction. In order to ensure and improve the indicators of the questionnaire scientific and effective, the paper of empirical research conducted at two stages: First, pre-study (small-scale survey) stage, collected 39 questionnaires were exploratory factor analysis, to further revise and improve the system of indicators The question questionnaire; second is a formal investigation (a large-scale