The Relationship Among Perceived Cultural Distance,Perceived Quality And Customer Satisfaction

Bandura(1989)pointed out that "the consumer perceptions of products or services are impacted on individual factors such as physiological and psycho-logical and environment factor such as social,political and culture,especially related to personal growth experience and learning experience closely." In cross-border e-commerce,the complexity of cross-border transactions and cultural differences and cultural diversity of foreign buyers,so that the impact of cultural factors on cross-border electricity supplier transactions are particularly obvious and complex.Huayong Niu(2016)believes that the most important and final issue of consumer is culture on cross-border e-commerce.In increasingly mature day cross-border e-commerce suppliers should fully understand and identify cultural factors in contact,explore the cultural differences between buyers and suppliers on the mechanism between perceived quality and customer satisfaction,will help the suppliers enhance customer satisfaction through more rationally set up online shop,trading services and customer management according to cultural characteristics of foreign buyers.This paper according to foreign customer perceived cultural distance,explore how cultural differences affect the relationship between perceived quality and customer satisfaction,to explore cultural differences between suppliers and buyers as the starting point,to focus on the customer satisfaction on trading caused by cultural differences,using literature research,interview study,questionnaire survey such research methods,using statistical methods such as content analysis and factor analysis,structural equation modeling and measurement,to explore the role of cultural distance between perceived quality and customer satisfaction.In this paper,the specific research process and specific conclusions are as follows:Firstly,this paper reviews the related theories of perceived quality,perceived cultural distance,customer satisfaction and their relationship.A lot of separately study about the cultural distance,perceived quality and customer satisfaction right now,which mainly consider the effect of cultural distance on the import and export trade,and the impact on cross-border organization,but it is rarely theoretical research around the behavior of buyers in the cross-border e-commerce.In this paper,the research model is proposed and its connotation is deeply excavated.Based on the study of the relevance of cultural distance,cultural cognition is added as a moderating variable.Through exploratory factor analysis and confirmatory factor analysis,this study confirms that there is a positive correlation between perceived quality and customer satisfaction in the cross-border e-commerce.Secondly,this paper discusses the influence of perceived cultural distance on perceived quality and customer satisfaction,and the moderating relationship between perceived culture distance and perceived quality.In this paper,the structural equation modeling technique is used to fit the research model,and the results show that the corrective model is the best matching model.The results show that perceived cultural distance has the strongest negative impact on perceived service quality,and the direct impact on customer satisfaction is the strongest.Were tested using the structural equation modeling results show that the cultural cognition play a weakening moderating role in perceived cultural distance and perceived quality relationship,that means when buyers recognize the existence of cultural differences between the two will improve the perceived quality.In summary,from the the whole study conception,model of relationship among perceived culture distance,perceived quality and customer satisfaction,provide analysis basis for research on the study service and satisfaction of the buyers under the background of cross cultural,the study become possible that the interaction between buyers and sellers and their interactive performance of cross cultural transactions.This paper analyzes the mechanism of perceived cultural distance,perceived quality,customer satisfaction,to further expand the scope of areas related to perceived quality and customer satisfaction under the background of cross cultural,but also provides theoretical guidance for China's cross-border e-commerce and other export-oriented enterprises management practice.