The Impact Of Cybershop Service Quality And Online Shopping Motivation On Customer Satisfaction

The development of the Internet showed rapid, strong trend. This boosted Internet quick application to business transactions, among which online shopping was well-known. As of December2012, the scale of online shopping user was up to the242million people, accounting for nearly50%of the scale of Internet users. However, as the e-commerce market was blowout extending, its competition had become more intensely. Therefore, It was an urgent need for online store continuing operations that the service quality was improved in order to obtain a market share of online store. Unlike traditional offline business transactions, e-commerce was that the business exchange with the individual to commodity trading with the help of a virtual shop, generated by the Internet media and information technology. In the process of online shopping, virtual shop was the communication platform for buyers and sellers. So the service provided by the shop, site characteristics and consumer online shopping motivation would affect the satisfaction of consumers in the online shopping process, and affect their purchasing behavior further. Undoubtedly, it was theoretical and practical significance to explore the impact of cybershop service quality and online shopping motivation on customer satisfaction.E-service quality was defined as the perception and experience of the product information, providing services, goods delivery in the customer net purchases by most scholars. In this study, the service quality of online shop was divided into two categories of incubative service quality and active service quality (Santos,2003). Online shopping motivation was the driving force of the customer online shopping, constituted by the utilitarian shopping motivation and hedonic shopping motives (Pui-Lai To,2007). The customer satisfaction usually refers to the overall experience of the customer shopping process or cumulative evaluation of the recent shopping experience.This study used a questionnaire, divided into pre-research and formal research. The research object mainly was composed by the students and enterprises employees of online shopping experience. Pre-research designed to test the discriminability, reliability and validity of the onlineshop service quality questionnaire, online shopping motivation questionnaire and customer satisfaction questionnaire, forming the formal questionnaire,200questionnaires in total. Formal research used the questionnaire examined to collect data,320questionnaires in total. By statistical analysis of the data collected, it inspected the role of and online shopping motivation on customer satisfaction deeply. The study obtained the following preliminary results:First, on the basis of cybershop service quality dividing into incubative service quality and active service quality (Santos,2003), this study established the measuring dimensions of online store service quality. Factor analysis showed that the incubative quality of online store service mainly involved two factors that were ease of use and site design. The active service quality contained security, incentives and efficiency.Second, whether the incubative quality of service and its dimension or active quality of service and its dimension had significant positive correlation with customer satisfaction. The regression analysis found that the cybershop service quality was the positive predictive factors of customer satisfaction in online shopping. Further investigate its effect factor found active service quality was the significantly predictive power on customer satisfaction, and security, incentives and efficiency predicted customer satisfaction significantly.Third, online shopping motivation had a regulation role in the shop service quality and customer satisfaction. Namely, regardless of the shop service quality or active cybershop service quality of the effect on customer satisfaction, online shopping motivation had a significant role in the modulation, but the modulation in the incubative service quality and customer satisfaction did not reach statistical significance on the significant.Fourth, there were differences in the consumer online shopping motivation type in the varied demographic variables and the different options of online shopping. The specific performance of the difference were that the proportion of respondents of utilitarian shopping motivation were more than that of hedonic motivation in the online shopping life, the number of online shopping nearly half a year, age and gender. Besides, the proportion of hedonic motivation of respondents showed decreasing trend with increasing age.The last one, there were significant differences in consumer satisfaction in online shopping at different educational background, disposable income monthly, gender, online shopping life and frequency of shop browsing:the online shopping satisfaction of lower levels of education degree was significantly higher than that of the high levels of education. The online shopping satisfaction of high-income earners was significantly higher than that of low-income. In terms of gender, online shopping satisfaction score of men was significantly higher than that of women. The online shopping satisfaction in high-frequency cybershop browsing was significantly higher than that of the low-frequency people.