訂貨過程滿意度對實現過程滿意度之研究──以價格滿意度為中介變數

The Effects of Internet Pricing on the Customer Satisfaction

本文乃以網路訂價作為論述重點，探討影響顧客滿意度的關鍵因素。由於，網路訂價牽動企業利潤，顧客滿意度則影響顧客忠誠度，因此網路訂價與顧客滿意度間的關係，對電子零售商來說是至關重要。此外，實現過程的滿意度是建立顧客忠誠度的決定性因素，電子零售商可藉由滿意的訂貨程序，作為一項提昇實現過程滿意度的指標。本研究針對國內有上網購物經驗的消費者，以PLS（Partial Least Squares）部份最小平方法，回收有效問卷207份，來探討網路訂價對顧客滿意度的影響，並同時探討訂貨過程滿意度對實現過程滿意度的影響。研究結果顯示，高價雖會導致價格滿意度的低落，但這種價格滿意度對於實現過程的滿意度則有負面的影響。然而，利用低價來增加價格滿意度則會使實現過程的滿意度收到反效果。故此，價格競爭對於電子零售商而言絕非一項可行的長期策略。

Given the challenges of increasing margins and building a loyal customer base, the interaction between pricing and customer satisfaction is of great interest to e-tailers. By providing a satisfactory ordering process, e-tailers will have higher ratings for fulfillment satisfaction. This is critical because fulfillment satisfaction creates loyal customers. Based on these concepts, this paper conduct the PLS survey to examine the effects of internet pricing on the customer satisfaction. The results of this study revealed that higher prices lead to lower price satisfaction, but the effect of price satisfaction on fulfillment satisfaction was negative. However, increased levels of price satisfaction due to low prices do not positively affect satisfaction with the fulfillment process. The results of this study has important implications for on-line retailers intending to compete based on price may not be a viable long-term strategy.