Research On The Relationship Of B2C E-commerce Websites’ Overall Quality, Customer Satisfaction And Purchase Intention

With the development of the e-commerce and the changing lifestyle, more andmore consumers choose to shopping online. Competition in the field of e-commercealso becomes more intense. Many scholars have chosen to study such issues. Althoughthere are many researches about overall website quality, customers’ satisfaction,purchase intention has been discussed already, the comprehensive analysis about theabove three is necessary. From the theoretical considerations, the purpose of this paperis set to study the relationship between website quality, customer satisfaction andpurchase intention. This paper can complement the shortage of relevant researchesconclusions. From the practical considerations, the study could help B2C electronicbusiness enterprises to understand the competition situation in the industry,recognizing their own inadequacy,help them to increase investment in key areas.This paper put three B2C e-commerce website(dangdang.com, amazon.cn andJD.COM) as the research object. The research model and questionnaire has beenestablished based on the literature review of WEBQUALTM combined with literaturesabout customer satisfaction and purchase intention.The data is collected by both paper version and electronic version of the questionnaire.After analysis of statistical description to264sample data and reliability&validity testof both formative and reflective variables, the theoretical model has been analysed bysmartPLS. Then, The research conclusions are drawn as following based on the dataanalysis results：Usefulness, entertainment and complement relationship of websitequality were significant in predicting overall website quality; overall website qualityhas positive impacts on purchase intention by both directly and indirectly thoughsatisfaction.The contributions of this paper and advises to operators of the B2C e-commercewebsite are put forward: pay more attention to entertainment and complementary.Furthermore, the operators should focus on customer satisfaction, improve websitequality based on what customer really needs, and then enhance customers purchaseintention by the increasing degree of satisfaction. Meanwhile, some advises for furtherresearch are given based on the experience in this study. In addition, the study alsoexists a little inadequate, for example, in order to avoid a complex research model, thisstudy did not relate to the impact on purchase intention of the service quality.According to previous studies, the quality of service has a positive and significantimpact on website satisfaction. The following research can take the service quality dimensions into consideration to improve the explanation and prediction capabilitieson customer satisfaction and purchase intention.