基于EWAM的中国C2C网站用户评价研究
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摘要
中国电子商务中的C2C模式即顾客对顾客电子商务模式,2010年预计市场规模可达3000多亿,其中市场渗透率最大(81.5%)的淘宝网每年的交易额增长率达到110%以上,对其进行研究具有非常大的学术价值和实践意义。
虽然目前对电子商务网站进行评价的模型比较多,但全面评价中国C2C网络购物网站的模型较为少见。本文在扩展的网站评估方法(Extended Web Assessment Method, EWAM)及其最近的改进模型EAWAM (E-auction Web Assessment Model)基础上,增加两个因子,开发了一个评价中国C2C网络购物的模型。
研究采用自填式调查和间接面谈相结合的网络随机抽样以及方便抽样的方法,共收集353份有效问卷。通过SPSS、LISREL软件的描述性统计分析、验证性因子分析分离出有效的30个题项,最后用AMOS进行模型拟合。
研究结果表明,用户继续使用网络购物是基于用户的满意度,而用户满意度受到其感知的网站信任度、网站功能性、网站易用性以及用户对科技的态度所影响。其中,网站信任度的影响远远大于其他因子的影响。数据分析证实,本研究在原有模型基础上的新增因子——用户对科技的态度,对网站可信度、用户满意度和用户继续使用网站的意向均有显著影响；另一新增因子——网站易用性,对网站功能性和用户满意度有显著影响。网站功能性在网站易用性对用户满意度影响过程中起部分中介效应作用。整个研究过程证明,采用随机性质的网络聊天工具访谈是可行的,它具有比经典电话访谈和邮件调查更高的问卷回收率。本研究丰富了原有的评价模型,还给C2C购物网络提出了建设性意见。
China's C2C e-commerce (EC) is customer to customer e-business model, whose market size in 2010 is expected to reach 300 billion. Owing the largest market penetration (81.5%) of the C2C EC. Taobao.com's annual turnover gained more than 110%growth rate. So the academic value and practical guidance of this subject has been widely recognized.
Although currently there are a lot models assessing C2C EC website, but a comprehensive assessment of China's C2C online shopping site model is rare. Basing on EWAM (Extended Web Assessment Method) and the recently improved model EAWAM (E-auction Web Assessment Model), this paper develops a more comprehensive C2C EC website assessment model.
A survey was conducted in the internet combining the methods of convenience sampling and random sampling, which adopted self-administered surveys and indirect interviews method. A total of 353 valid questionnaires were collected. By SPSS, LISREL software, descriptive statistics and confirmatory factor analysis were used to isolate 30 effective items, which finally fitting the model with AMOS software, providing strong supports for this model.
The results suggest that users'continuance to use the online shopping is based on customer satisfaction, which is determined by perceived website trust, website functionality, ease of usability and users'attitude towards technology. Among all the factors, perceived website trust plays a much more important role than others. Based on previous studies, the paper adds two additional factors, one is users'attitude toward technology which has significant impact on web site credibility, customer satisfaction and users'intention to continue using the site; another new factor is ease of usability on the web site which has significant effects on functionality and users' satisfaction. Functionality plays an intermediary role during the process of ease of usability impacts on users'sactisfaction.
These conclusions have enriched the original evaluation model, and offer constructive suggestion the reality of the C2C EC website.
虽然目前对电子商务网站进行评价的模型比较多,但全面评价中国C2C网络购物网站的模型较为少见。本文在扩展的网站评估方法(Extended Web Assessment Method, EWAM)及其最近的改进模型EAWAM (E-auction Web Assessment Model)基础上,增加两个因子,开发了一个评价中国C2C网络购物的模型。
研究采用自填式调查和间接面谈相结合的网络随机抽样以及方便抽样的方法,共收集353份有效问卷。通过SPSS、LISREL软件的描述性统计分析、验证性因子分析分离出有效的30个题项,最后用AMOS进行模型拟合。
研究结果表明,用户继续使用网络购物是基于用户的满意度,而用户满意度受到其感知的网站信任度、网站功能性、网站易用性以及用户对科技的态度所影响。其中,网站信任度的影响远远大于其他因子的影响。数据分析证实,本研究在原有模型基础上的新增因子——用户对科技的态度,对网站可信度、用户满意度和用户继续使用网站的意向均有显著影响；另一新增因子——网站易用性,对网站功能性和用户满意度有显著影响。网站功能性在网站易用性对用户满意度影响过程中起部分中介效应作用。整个研究过程证明,采用随机性质的网络聊天工具访谈是可行的,它具有比经典电话访谈和邮件调查更高的问卷回收率。本研究丰富了原有的评价模型,还给C2C购物网络提出了建设性意见。
China's C2C e-commerce (EC) is customer to customer e-business model, whose market size in 2010 is expected to reach 300 billion. Owing the largest market penetration (81.5%) of the C2C EC. Taobao.com's annual turnover gained more than 110%growth rate. So the academic value and practical guidance of this subject has been widely recognized.
Although currently there are a lot models assessing C2C EC website, but a comprehensive assessment of China's C2C online shopping site model is rare. Basing on EWAM (Extended Web Assessment Method) and the recently improved model EAWAM (E-auction Web Assessment Model), this paper develops a more comprehensive C2C EC website assessment model.
A survey was conducted in the internet combining the methods of convenience sampling and random sampling, which adopted self-administered surveys and indirect interviews method. A total of 353 valid questionnaires were collected. By SPSS, LISREL software, descriptive statistics and confirmatory factor analysis were used to isolate 30 effective items, which finally fitting the model with AMOS software, providing strong supports for this model.
The results suggest that users'continuance to use the online shopping is based on customer satisfaction, which is determined by perceived website trust, website functionality, ease of usability and users'attitude towards technology. Among all the factors, perceived website trust plays a much more important role than others. Based on previous studies, the paper adds two additional factors, one is users'attitude toward technology which has significant impact on web site credibility, customer satisfaction and users'intention to continue using the site; another new factor is ease of usability on the web site which has significant effects on functionality and users' satisfaction. Functionality plays an intermediary role during the process of ease of usability impacts on users'sactisfaction.
These conclusions have enriched the original evaluation model, and offer constructive suggestion the reality of the C2C EC website.
引文
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