中国农村信息化市场顾客满意度研究
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摘要
信息化已经成为全球经济发展的助推器,而农村信息化对于我国农村现代化发展也起着至关重要的作用。本文正是以经典的顾客满意度模型为基础,试图通过我国农村信息化影响因素分析和评价指标体系,来建立起中国农村信息化市场顾客满意度模型。并通过模型的验证来得出相关理论和实践的指导性建议和意见。
首先,本文对信息化、农村信息化、顾客满意度的概念进行梳理和分析,在理清三个概念的内涵的同时提出适合于本文研究内容的概念定义。然后对经典的顾客满意度模型进行整理,为本文的模型提供整体思路,结构变量以及观测变量。接着,本文又借鉴较为成熟的用于评价我国农村信息化发展的影响因素和指标体系,用于修正本文模型的具体观测变量和评价内容。至此,本文的逻辑模型——我国农村信息化市场满意度模型已经基本成型。此模型既不同于微观层面的顾客满意度模型,也不同于宏观层面的农村信息化评价指标体系,而是中观层面的用于评价我国农村信息化市场顾客满意度模型。这个模型的主体是使用农村信息化产品或服务的个人或者组织/企业,而评价的对象则是整个农村信息化市场(有具体的产品或者服务,也有提供这些产品/服务的公司,还有监管市场活动的政府和相关部门)。然后,基于本文构建的逻辑模型建立了11个假设。本文根据问卷的结构变量和观测变量设计出调查问卷。在验证问卷的假设之前,首先通过SPSS 19对问卷进行信度和效度检验,然后利用Amos 7对论文构建的逻辑模型进行结构方程分析(Structural Equation Modeling, SEM),从而检验假设是否成立,以验证模型的合理性。
本文最后基于已经经过验证的模型的结构变量分别提出能够提升中国农村信息化顾客满意度的相关策略,为实际的工作提供有益的借鉴和帮助。此外,本文还简单地对文章进行总体评价,并提出研究不足和之后的研究展望。
the global economy has been developing with the help of Informatization which is very important for the development of China's rural informatizaton. This paper's logic model is based on Classic customer satisfaction logic model which revised with China's rural jnformatization influence factors and evaluation index system. This paper's model is proved by the method of hypothesis test with Questionnaire data.
Firstly, this paper summarizes the concept of information, rural information and customer satisfaction and put forward this paper's concept based on this paper's research content. Then, this paper begins to research on classic customer satisfaction logic model of SCSB, ACSI, ECSI and CCSI which provide the idea and framework of this paper's logic model and Structure variables and Observation variables. Thirdly, this paper studys on the mature influence factors and evaluation index about China's rural informatizaiton which provides the revision content for this paper's model. Through former research, this paper's logic model has been build which is different from not only classic customer satisfaction model on micro level but also the evaluation index on macroscopic level. This model's research objection is all of people who use rural informatization product and service. Differently,this paper focus on whole rural informatization market in comparison with classic customer satisfaction model that focuses on specific product and service of a company. Based on this paper's logic model on China's rural informatization market, this paper put forward 11 research hypothesis which are proved with the econometrics method of Reliability and validity by SPSS 19 and structure equation by AMOS 7.
Finally, this paper put forward four strategies that how to improve the level of customer satisfaction of China's rural inform atizaton market. These strategies can be put into practice on China's informatization market. In addition, this paper sums up this paper's conclusion, research shortage and further research outlook.
首先,本文对信息化、农村信息化、顾客满意度的概念进行梳理和分析,在理清三个概念的内涵的同时提出适合于本文研究内容的概念定义。然后对经典的顾客满意度模型进行整理,为本文的模型提供整体思路,结构变量以及观测变量。接着,本文又借鉴较为成熟的用于评价我国农村信息化发展的影响因素和指标体系,用于修正本文模型的具体观测变量和评价内容。至此,本文的逻辑模型——我国农村信息化市场满意度模型已经基本成型。此模型既不同于微观层面的顾客满意度模型,也不同于宏观层面的农村信息化评价指标体系,而是中观层面的用于评价我国农村信息化市场顾客满意度模型。这个模型的主体是使用农村信息化产品或服务的个人或者组织/企业,而评价的对象则是整个农村信息化市场(有具体的产品或者服务,也有提供这些产品/服务的公司,还有监管市场活动的政府和相关部门)。然后,基于本文构建的逻辑模型建立了11个假设。本文根据问卷的结构变量和观测变量设计出调查问卷。在验证问卷的假设之前,首先通过SPSS 19对问卷进行信度和效度检验,然后利用Amos 7对论文构建的逻辑模型进行结构方程分析(Structural Equation Modeling, SEM),从而检验假设是否成立,以验证模型的合理性。
本文最后基于已经经过验证的模型的结构变量分别提出能够提升中国农村信息化顾客满意度的相关策略,为实际的工作提供有益的借鉴和帮助。此外,本文还简单地对文章进行总体评价,并提出研究不足和之后的研究展望。
the global economy has been developing with the help of Informatization which is very important for the development of China's rural informatizaton. This paper's logic model is based on Classic customer satisfaction logic model which revised with China's rural jnformatization influence factors and evaluation index system. This paper's model is proved by the method of hypothesis test with Questionnaire data.
Firstly, this paper summarizes the concept of information, rural information and customer satisfaction and put forward this paper's concept based on this paper's research content. Then, this paper begins to research on classic customer satisfaction logic model of SCSB, ACSI, ECSI and CCSI which provide the idea and framework of this paper's logic model and Structure variables and Observation variables. Thirdly, this paper studys on the mature influence factors and evaluation index about China's rural informatizaiton which provides the revision content for this paper's model. Through former research, this paper's logic model has been build which is different from not only classic customer satisfaction model on micro level but also the evaluation index on macroscopic level. This model's research objection is all of people who use rural informatization product and service. Differently,this paper focus on whole rural informatization market in comparison with classic customer satisfaction model that focuses on specific product and service of a company. Based on this paper's logic model on China's rural informatization market, this paper put forward 11 research hypothesis which are proved with the econometrics method of Reliability and validity by SPSS 19 and structure equation by AMOS 7.
Finally, this paper put forward four strategies that how to improve the level of customer satisfaction of China's rural inform atizaton market. These strategies can be put into practice on China's informatization market. In addition, this paper sums up this paper's conclusion, research shortage and further research outlook.
引文
[1]乌家培.经济信息信息化.大连：东北财经出版社.1999
[2]李雪.黑龙江省农村信息化发展模式研究[博士学位论文].北京.中国农业科学院.2008
[3]吴晓波,凌云.信息化带动工业化的理论与实践.杭州：浙江大学出版社.2005
[4]贾善刚.金农工程与农村信息化.农业信息探索.2000,1：5-10
[5]梅方权.农业信息化带动农业现代化的战略分析.中国农村经济,2001,(12)：22
[6]郭书普.构建我国信息化技术支持体系的探讨.中国工程科学.2005,(9)：89-91
[7]胡大平,陶飞.农村信息化的基本内涵及解决对策.科技进步与对策.2005,(3)159-161
[8]王松梅.我国农村信息化建设问题研究.农业网络信息.2007,(1)：7-8.
[9]刘世洪.农业信息技术与农村信息化.中国农业科学技术出版社.2005.
[10]李道亮.中国农村信息化发展报告.北京：中国农业科学技术出版社,2007.
[11]李征.北京市新农村信息化现状与发展对策研究[硕士学位论文].北京.中国农业科学院.2009
[12]2006—2020年国家信息化发展战略.中共中央办公厅和国务院办公厅.2006
[13]白长虹,廖伟.基于顾客感知价值的顾客满意度研究[J].南开学报.2001(6)
[14]Fornell, Swedish.C.A national customer satisfaction barometer:the experience[J] ·Journal of Marketing,1992,56(1).6-21
[15]王永清,严浩仁.顾客满意度的测评[J].经济管理.2000,(8)：36-38
[16]刘宇.顾客满意度测评方法的研究[J].数量经济技术经济研究.2001(2)P87-90
[17]李冠.顾客满意度的模糊DEA评价[J].山东科技大学学报：自然科学版.2001,20(4)：76-78
[18]Katerattanakul P. Framework of effective website design for business-to consumer imemet commerce[J] INFOR,2002,40(1):57-69.
[19]Kim S Y,LimY J. Consumers Perceived Importance of and Satisfaction with Internet Shopping Electronic Markets,2001,11(3):148-15
[20]Madu C N, Madu A A. Dimensions of E-quality [J].international Journal of Quality and Reliability Management,2002,19(3):246-258.
[21]Janda S, Troechia P J, Gwinner K P·Consumer perceptions of Internet retail service quality[J]·international Journal of Service Industry Management,2002, 13(5):412-431.
[22]Palmer J W. Website usability, design, and Performance metrics [J]. Information Systems Research,2002,13(2):151-167.
[23]Cho N, park S. Development of Electronic Commerce Use-Consumer Satisfaction index(ECUSI)for Internet Shopping[J]. Industrial Management &Data Systems,2001,101(8):400-405.
[24]Reibstein D J. What attracts customer to online stores, and what keeps them coming back?[J]Academy of Marketing Science,2002,30(4):465-473.
[25]Yoo B,Donthu N. Developing a scale to measure the perceived quality of an Internet shopping site[J].Quarterly Journal of Electronic Commerce,2001, 2(1):31-45
[26]Zeithaml V A. Service quality, profitability, and the economic worth of customers: what we know and what we need to lean[J] Journal of the Academy of Marketing Science,2000;28(1):67-85
[27]Devaraj S, Fan M, Kohl iR. Antecedent of B2C Channel Satisfaction and Preference:Validating e-Commerce Metrics[J].Information Systems Research, 2002,13(3):316-333.
[28]Abbott M et al. The process of online Store Loyalty Formation[J].Advance in Consumer Research,2000, (27):145-150.
[29]Eroglu SA, Machleit KA, DavisL M.E mPirieal Testing of a Model of online Store Atmospheres and Shopper Responses[J] Psychology and Marketing,2003, 20(2):139-150.
[30]杨诚,蒋志华.我国农村信息化评价指标体系构建.情报杂志.2009(2)
[31]李源生.我国农村信息化建设评价指标的选用研究[J].农业科技管理,2006(5)：66-68
[32]陆安祥.农村信息化发展测度指标体系研究[J].农业网络信息,2006(12)：50-52
[33]刘世洪,许世卫.中国农村信息化测评方法研究[J].中国农业科学.2008(4)：1013-1014
[34]乌家培.经济信息信息化.大连：东北财经出版社.1999
[35]李雪.黑龙江省农村信息化发展模式研究[博士学位论文].北京.中国农业科学院.2008
[36]席丹.信息化与中国经济跨越式发展.武汉：武汉大学出版社.2004
[37]陈良玉,陈爱锋.国际农村信息化现状与特点研究.中国农业科技导报.2005, (3)：75-79
[38]刘世洪.中国农村信息化测评理论与方法研究[博士学位论文].北京.中国农业科学院.2008
[39]狄艳红.北京市农村信息化发展与对策[硕士学位论文].北京.中国农业科学院.2008
[40]汪向东.信息化—中国21世纪的选择.北京：社会科学文献出版社.1998
[41]郦晶.农村信息化标准体系框架及管理平台研究[硕士学位论文].北京.中国农业科学院.2007
[42]鄂勇.中式快餐顾客满意度模型的构建与实证分析[硕士学位论文].南京.南京理工大学.2008
[43]Armitage C J,Conner M. Efficacy of the theory of planned behavior:a meta-analytic review[J]. British Journal of Social Psychology,2001,(40):471-499.
[44]Bobbitt L M,Dabholkar P A. Integrating attitudinal theories to understand and predict use of technology-based self-service:the Internet as an illustration[J]. International Journal of Service Industry Management,2001,12 (5):423-450.
[45]位志宇,杨忠直.农村信息化公众满意度指数模型研究.情报科学.2008(2)
[46]信息产业部.国家信息化指标构成方案.http://www.cnii.com.cn/20021111/ca103215.htm
[47]沈瑛.国外农业信息化发展趋势.世界农业.2002,(1)：16
[48]张义明.印度农村信息化的构想和实践.全球科技经济瞭望,2002,(7)：58-59
[49]赵元凤.发达国家农村信息化的特点.中国农村经济,2002,(7)：74-78
[50]刘继芬.德国农业信息化的现状和发展趋势.世界农业,2003,(10)：6-38
[51]曲春红.印度的农村信息化发展趋势及成功经验.世界农业.2003,(11)：33-35
[52]陈海淳.发达国家农村信息化对我国的启示和借鉴.科技进步与对策,2003,(20)：121-123
[53]聂凤英,刘继芬,王平,曲春红.世界主要国家农村信息化的进程和发展.农业网络信息,2004
[54]张晨光.法国农民科技培训及农村信息化体系.全球科技经济瞭望,2005,(9)：50-51
[55]范凤翠,李志宏,王桂荣等.国外主要国家农村信息化发展现状及特点的比较研究农业图书情报学刊.2006
[2]李雪.黑龙江省农村信息化发展模式研究[博士学位论文].北京.中国农业科学院.2008
[3]吴晓波,凌云.信息化带动工业化的理论与实践.杭州：浙江大学出版社.2005
[4]贾善刚.金农工程与农村信息化.农业信息探索.2000,1：5-10
[5]梅方权.农业信息化带动农业现代化的战略分析.中国农村经济,2001,(12)：22
[6]郭书普.构建我国信息化技术支持体系的探讨.中国工程科学.2005,(9)：89-91
[7]胡大平,陶飞.农村信息化的基本内涵及解决对策.科技进步与对策.2005,(3)159-161
[8]王松梅.我国农村信息化建设问题研究.农业网络信息.2007,(1)：7-8.
[9]刘世洪.农业信息技术与农村信息化.中国农业科学技术出版社.2005.
[10]李道亮.中国农村信息化发展报告.北京：中国农业科学技术出版社,2007.
[11]李征.北京市新农村信息化现状与发展对策研究[硕士学位论文].北京.中国农业科学院.2009
[12]2006—2020年国家信息化发展战略.中共中央办公厅和国务院办公厅.2006
[13]白长虹,廖伟.基于顾客感知价值的顾客满意度研究[J].南开学报.2001(6)
[14]Fornell, Swedish.C.A national customer satisfaction barometer:the experience[J] ·Journal of Marketing,1992,56(1).6-21
[15]王永清,严浩仁.顾客满意度的测评[J].经济管理.2000,(8)：36-38
[16]刘宇.顾客满意度测评方法的研究[J].数量经济技术经济研究.2001(2)P87-90
[17]李冠.顾客满意度的模糊DEA评价[J].山东科技大学学报：自然科学版.2001,20(4)：76-78
[18]Katerattanakul P. Framework of effective website design for business-to consumer imemet commerce[J] INFOR,2002,40(1):57-69.
[19]Kim S Y,LimY J. Consumers Perceived Importance of and Satisfaction with Internet Shopping Electronic Markets,2001,11(3):148-15
[20]Madu C N, Madu A A. Dimensions of E-quality [J].international Journal of Quality and Reliability Management,2002,19(3):246-258.
[21]Janda S, Troechia P J, Gwinner K P·Consumer perceptions of Internet retail service quality[J]·international Journal of Service Industry Management,2002, 13(5):412-431.
[22]Palmer J W. Website usability, design, and Performance metrics [J]. Information Systems Research,2002,13(2):151-167.
[23]Cho N, park S. Development of Electronic Commerce Use-Consumer Satisfaction index(ECUSI)for Internet Shopping[J]. Industrial Management &Data Systems,2001,101(8):400-405.
[24]Reibstein D J. What attracts customer to online stores, and what keeps them coming back?[J]Academy of Marketing Science,2002,30(4):465-473.
[25]Yoo B,Donthu N. Developing a scale to measure the perceived quality of an Internet shopping site[J].Quarterly Journal of Electronic Commerce,2001, 2(1):31-45
[26]Zeithaml V A. Service quality, profitability, and the economic worth of customers: what we know and what we need to lean[J] Journal of the Academy of Marketing Science,2000;28(1):67-85
[27]Devaraj S, Fan M, Kohl iR. Antecedent of B2C Channel Satisfaction and Preference:Validating e-Commerce Metrics[J].Information Systems Research, 2002,13(3):316-333.
[28]Abbott M et al. The process of online Store Loyalty Formation[J].Advance in Consumer Research,2000, (27):145-150.
[29]Eroglu SA, Machleit KA, DavisL M.E mPirieal Testing of a Model of online Store Atmospheres and Shopper Responses[J] Psychology and Marketing,2003, 20(2):139-150.
[30]杨诚,蒋志华.我国农村信息化评价指标体系构建.情报杂志.2009(2)
[31]李源生.我国农村信息化建设评价指标的选用研究[J].农业科技管理,2006(5)：66-68
[32]陆安祥.农村信息化发展测度指标体系研究[J].农业网络信息,2006(12)：50-52
[33]刘世洪,许世卫.中国农村信息化测评方法研究[J].中国农业科学.2008(4)：1013-1014
[34]乌家培.经济信息信息化.大连：东北财经出版社.1999
[35]李雪.黑龙江省农村信息化发展模式研究[博士学位论文].北京.中国农业科学院.2008
[36]席丹.信息化与中国经济跨越式发展.武汉：武汉大学出版社.2004
[37]陈良玉,陈爱锋.国际农村信息化现状与特点研究.中国农业科技导报.2005, (3)：75-79
[38]刘世洪.中国农村信息化测评理论与方法研究[博士学位论文].北京.中国农业科学院.2008
[39]狄艳红.北京市农村信息化发展与对策[硕士学位论文].北京.中国农业科学院.2008
[40]汪向东.信息化—中国21世纪的选择.北京：社会科学文献出版社.1998
[41]郦晶.农村信息化标准体系框架及管理平台研究[硕士学位论文].北京.中国农业科学院.2007
[42]鄂勇.中式快餐顾客满意度模型的构建与实证分析[硕士学位论文].南京.南京理工大学.2008
[43]Armitage C J,Conner M. Efficacy of the theory of planned behavior:a meta-analytic review[J]. British Journal of Social Psychology,2001,(40):471-499.
[44]Bobbitt L M,Dabholkar P A. Integrating attitudinal theories to understand and predict use of technology-based self-service:the Internet as an illustration[J]. International Journal of Service Industry Management,2001,12 (5):423-450.
[45]位志宇,杨忠直.农村信息化公众满意度指数模型研究.情报科学.2008(2)
[46]信息产业部.国家信息化指标构成方案.http://www.cnii.com.cn/20021111/ca103215.htm
[47]沈瑛.国外农业信息化发展趋势.世界农业.2002,(1)：16
[48]张义明.印度农村信息化的构想和实践.全球科技经济瞭望,2002,(7)：58-59
[49]赵元凤.发达国家农村信息化的特点.中国农村经济,2002,(7)：74-78
[50]刘继芬.德国农业信息化的现状和发展趋势.世界农业,2003,(10)：6-38
[51]曲春红.印度的农村信息化发展趋势及成功经验.世界农业.2003,(11)：33-35
[52]陈海淳.发达国家农村信息化对我国的启示和借鉴.科技进步与对策,2003,(20)：121-123
[53]聂凤英,刘继芬,王平,曲春红.世界主要国家农村信息化的进程和发展.农业网络信息,2004
[54]张晨光.法国农民科技培训及农村信息化体系.全球科技经济瞭望,2005,(9)：50-51
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