影响企业电子商务成功的网站因素研究
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摘要
电子商务是一种特殊的商业行业,网站是电子商务的一个关键组成部分,电子商务企业的成功在很大程度上取决于企业的网站质量。在网站同质化严重的今天,准确把握高质量的网站,满足消费者对更优质量和服务的需求,从而提升自身的商业价值及同行竞争力,已经成为电子商务企业在面对网民暴增及同行竞争日益激烈的机遇和挑战中突围的先决条件。
本文以B2C电子商务市场作为研究对象,研究的目的是探索在B2C电子商务环境下,网站因素与客户最偏好网站选择、客户网站偏好与企业电子商务经营业绩之间的关系。主要研究内容和结论如下：
(1)电子商务成功研究相关的模型分析。本文对电子商务成功研究相关的模型进行了分析,提出以Delone&Mclean (2004)电子商务成功模型作为本文的理论基础。
(2)电子商务网站因素维度分析。本文基于广泛的文献回顾,从系统质量、信息质量、服务质量和供应商质量4个维度对电子商务网站因素进行了梳理和归类,确定了电子商务网站因素的初始集合。
(3)客户最偏好网站选择评价指标体系的建立。本文基于电子商务网站因素的初始集合,设计问卷,在预调查阶段,应用探索性因子分析筛选量表问项形成最终问卷；在正式调查阶段,应用验证性因子分析检验因子和变量之间的关系；最终建立了由4个一级指标和17个二级指标构成的客户最偏好网站选择评价指标体系。
(4)网站因素对客户最偏好网站选择的影响实证研究。本文基于客户最偏好网站选择评价指标体系,设计问卷,调查客户在选择最偏好的网站网购服装时,一个网站因素相对于另一个网站因素的相对权重以及本文选定的4家可替代电子商务网站在各网站因素方面的相对强弱；应用层次分析法分析数据,确定各网站因素的局部权重和全局权重并进行比较分析。研究发现,客户在选择最偏好的网站网购服装时,服务质量具有最高的权重,信息质量权重最低；其中可靠性、响应性、移情性和安全性、价格优势和产品优势、及时性是排名靠前的网站因素。
(5)客户网站偏好对企业电子商务成功的影响实证研究。本文利用收集到的数据,应用层次分析法确定了可替代网站网站因素的标准化相对权重及可替代网站的客户偏好排名；对可替代网站网站因素的标准化相对权重和敏感性进行了分析：将客户网站偏好排名和企业电子商务经营业绩进行了对比分析。研究发现,企业可以通过对网站因素的改善,改变网站在客户偏好中的排名；研究还发现客户网站偏好和企业电子商务经营业绩呈正相关；说明企业可以通过对网站因素的改善,提高企业电子商务经营业绩,从而获得企业电子商务的成功。
E-commerce is a special kind of industry, the website is a key component of e-commerce, and the success of an electronic commerce enterprise depends largely on the quality of its website. Today, the homogeneity of website is very serious, an accurate grasp of high-quality websites to meet consumers' demand for better quality and service, so as to enhance its business value and peer competition, has become the prerequisites for an electronic commerce enterprise to breakout in face of the opportunities and challenges that internet users soar and peer competition becomes increasingly fierce.
Based on the B2C e-commerce market as the research object, the purpose of the study is to explore the relationship between the website factors and the selection of customer's preference website, and the relationship between customer's website preference and the enterprise e-commerce business performance in the B2C e-commerce environment. The main research contents and conclusions are as follows:
(1) Model analysis which related to the e-commerce success studies. This research analyzes the models which related to the e-commerce success studies, and proposes to use the Delone&Mclean (2004) successful e-commerce model as the theoretical basis for this article.
(2) Dimension analysis of e-commerce website factors. Based on extensive literature review, this research classified the e-commerce website factors from four dimensions that is system quality, information quality, service quality and supplier quality, and determines the initial set of e-commerce website factors.
(3) Establish of the evaluation index system for customers to choice the most preference website. Based on the initial set of e-commerce website factors, the research designs a questionnaire. In the preliminary investigation stage, this research applies exploratory factor analysis to screen scale items and then forms the final questionnaire. In the formal investigation stage, this research applies confirmatory factor analysis to test the relationship between the factors and variables. Finally, this research establishes an evaluation index system for customers to choice the most preference website, which is constituted of4firstlevel indicators and17secondary indicators.
(4) Empirical study of the effect of website factors on the choice of the most preferred website for customers. Based on the evaluation index system for customers to choice the most preference website, this paper designs a questionnaire to survey the relative weight of a website factor to another website factor, and the relative weight of the four alternative e-commerce websites chose by this research at each website factor when customers in selecting the most preferred website to online shopping clothing. This research applies Analytic hierarchy process to determine the local weight and global weight of each website factor. Through comparative analysis, this research finds that when customers in selecting the most preferred website to online shopping clothing, service quality has the highest weight, information quality has the lowest weight and the reliability, responsiveness, empathy and safety, price advantages and product advantages, timeliness are the top website factors.
(5)) Empirical research of the effect of customer website preference on e-commerce success. Using the collected data, this research applies analytic hierarchy process to determine the four alternative websites' customer preference ranking and the standardized relative weights of each website factor, and this paper does sensitivity analysis to the website factors of the four alternative websites and comparative analysis to the customer website preference ranking with the e-commerce business performance. The result shows that enterprises can changes their customer preferences ranking by improving their website factors, and the customer website preference and the e-commerce business performance are positively correlated, so enterprises can achieve the final e-commerce success through improving website factors to enhance their e-commerce business performance.
本文以B2C电子商务市场作为研究对象,研究的目的是探索在B2C电子商务环境下,网站因素与客户最偏好网站选择、客户网站偏好与企业电子商务经营业绩之间的关系。主要研究内容和结论如下：
(1)电子商务成功研究相关的模型分析。本文对电子商务成功研究相关的模型进行了分析,提出以Delone&Mclean (2004)电子商务成功模型作为本文的理论基础。
(2)电子商务网站因素维度分析。本文基于广泛的文献回顾,从系统质量、信息质量、服务质量和供应商质量4个维度对电子商务网站因素进行了梳理和归类,确定了电子商务网站因素的初始集合。
(3)客户最偏好网站选择评价指标体系的建立。本文基于电子商务网站因素的初始集合,设计问卷,在预调查阶段,应用探索性因子分析筛选量表问项形成最终问卷；在正式调查阶段,应用验证性因子分析检验因子和变量之间的关系；最终建立了由4个一级指标和17个二级指标构成的客户最偏好网站选择评价指标体系。
(4)网站因素对客户最偏好网站选择的影响实证研究。本文基于客户最偏好网站选择评价指标体系,设计问卷,调查客户在选择最偏好的网站网购服装时,一个网站因素相对于另一个网站因素的相对权重以及本文选定的4家可替代电子商务网站在各网站因素方面的相对强弱；应用层次分析法分析数据,确定各网站因素的局部权重和全局权重并进行比较分析。研究发现,客户在选择最偏好的网站网购服装时,服务质量具有最高的权重,信息质量权重最低；其中可靠性、响应性、移情性和安全性、价格优势和产品优势、及时性是排名靠前的网站因素。
(5)客户网站偏好对企业电子商务成功的影响实证研究。本文利用收集到的数据,应用层次分析法确定了可替代网站网站因素的标准化相对权重及可替代网站的客户偏好排名；对可替代网站网站因素的标准化相对权重和敏感性进行了分析：将客户网站偏好排名和企业电子商务经营业绩进行了对比分析。研究发现,企业可以通过对网站因素的改善,改变网站在客户偏好中的排名；研究还发现客户网站偏好和企业电子商务经营业绩呈正相关；说明企业可以通过对网站因素的改善,提高企业电子商务经营业绩,从而获得企业电子商务的成功。
E-commerce is a special kind of industry, the website is a key component of e-commerce, and the success of an electronic commerce enterprise depends largely on the quality of its website. Today, the homogeneity of website is very serious, an accurate grasp of high-quality websites to meet consumers' demand for better quality and service, so as to enhance its business value and peer competition, has become the prerequisites for an electronic commerce enterprise to breakout in face of the opportunities and challenges that internet users soar and peer competition becomes increasingly fierce.
Based on the B2C e-commerce market as the research object, the purpose of the study is to explore the relationship between the website factors and the selection of customer's preference website, and the relationship between customer's website preference and the enterprise e-commerce business performance in the B2C e-commerce environment. The main research contents and conclusions are as follows:
(1) Model analysis which related to the e-commerce success studies. This research analyzes the models which related to the e-commerce success studies, and proposes to use the Delone&Mclean (2004) successful e-commerce model as the theoretical basis for this article.
(2) Dimension analysis of e-commerce website factors. Based on extensive literature review, this research classified the e-commerce website factors from four dimensions that is system quality, information quality, service quality and supplier quality, and determines the initial set of e-commerce website factors.
(3) Establish of the evaluation index system for customers to choice the most preference website. Based on the initial set of e-commerce website factors, the research designs a questionnaire. In the preliminary investigation stage, this research applies exploratory factor analysis to screen scale items and then forms the final questionnaire. In the formal investigation stage, this research applies confirmatory factor analysis to test the relationship between the factors and variables. Finally, this research establishes an evaluation index system for customers to choice the most preference website, which is constituted of4firstlevel indicators and17secondary indicators.
(4) Empirical study of the effect of website factors on the choice of the most preferred website for customers. Based on the evaluation index system for customers to choice the most preference website, this paper designs a questionnaire to survey the relative weight of a website factor to another website factor, and the relative weight of the four alternative e-commerce websites chose by this research at each website factor when customers in selecting the most preferred website to online shopping clothing. This research applies Analytic hierarchy process to determine the local weight and global weight of each website factor. Through comparative analysis, this research finds that when customers in selecting the most preferred website to online shopping clothing, service quality has the highest weight, information quality has the lowest weight and the reliability, responsiveness, empathy and safety, price advantages and product advantages, timeliness are the top website factors.
(5)) Empirical research of the effect of customer website preference on e-commerce success. Using the collected data, this research applies analytic hierarchy process to determine the four alternative websites' customer preference ranking and the standardized relative weights of each website factor, and this paper does sensitivity analysis to the website factors of the four alternative websites and comparative analysis to the customer website preference ranking with the e-commerce business performance. The result shows that enterprises can changes their customer preferences ranking by improving their website factors, and the customer website preference and the e-commerce business performance are positively correlated, so enterprises can achieve the final e-commerce success through improving website factors to enhance their e-commerce business performance.
引文
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