外文文獻(xiàn)翻譯——顧客滿意度(附原文)(共5頁)

1、精選優(yōu)質(zhì)文檔-傾情為你奉上外文文獻(xiàn)翻譯（附原文）譯文一：韓國網(wǎng)上購物者滿意度的決定因素摘要這篇文章的目的是確定可能導(dǎo)致韓國各地網(wǎng)上商場顧客滿意的因素。假設(shè)客戶的積極認(rèn)知互聯(lián)網(wǎng)購物的有用性，安全，技術(shù)能力，客戶支持和商場接口積極影響客戶滿意度。這也是推測，滿意的顧客成為忠實(shí)的客戶。調(diào)查結(jié)果證實(shí)，客戶滿意度對顧客的忠誠度有顯著影響，這表明，當(dāng)顧客滿意服務(wù)時(shí)會顯示出很高的忠誠度。我們還發(fā)現(xiàn)，“網(wǎng)上客戶有關(guān)安全風(fēng)險(xiǎn)的感知交易中，客戶支持，網(wǎng)上購物和商場接口與客戶滿意度呈正相關(guān)。概念模型網(wǎng)上購物者可以很容易的將一個(gè)商場內(nèi)的商品通過價(jià)格或質(zhì)量進(jìn)行排序，并且可以在不同的商場之間比較相同的產(chǎn)品。網(wǎng)上購物也可以

2、節(jié)省時(shí)間和降低信息搜索成本。因此，客戶可能有一種感知，他們可以用更少的時(shí)間和精力得到更好的網(wǎng)上交易。這個(gè)創(chuàng)新的系統(tǒng)特性已被定義為知覺有用性。若干實(shí)證研究發(fā)現(xiàn)，客戶感知的實(shí)用性在采用影響滿意度的創(chuàng)新技術(shù)后得以實(shí)現(xiàn)。因此，假設(shè)網(wǎng)上購物的知覺有用性與滿意度成正相關(guān)（H1）。網(wǎng)上客戶首要關(guān)注的是涉及關(guān)于網(wǎng)上信用卡使用的明顯的不安全感。雖然認(rèn)證系統(tǒng)有明顯進(jìn)步，但是顧客擔(dān)心在網(wǎng)上傳輸信用卡號碼這些敏感的信息是不會被輕易的解決的。網(wǎng)上的隱私保護(hù)環(huán)境是另一個(gè)值得關(guān)注的問題。研究表明，網(wǎng)上客戶擔(dān)心通過這些網(wǎng)上業(yè)務(wù)會造成身份盜竊或冒用他們的私人信息。因此，據(jù)推測，網(wǎng)上購物的安全性對顧客滿意度有積極地影響（H2）。

3、以往的研究表明，系統(tǒng)方面的技術(shù)，如網(wǎng)絡(luò)速度，錯(cuò)誤恢復(fù)能力和系統(tǒng)穩(wěn)定性都是導(dǎo)致客戶滿意度的重要因素。例如，Kim和Lim（2001）發(fā)現(xiàn)，網(wǎng)絡(luò)速度與網(wǎng)上購物者的滿意度有關(guān)。Dellaert和卡恩（1999年）也報(bào)告說，當(dāng)網(wǎng)絡(luò)提供商沒有進(jìn)行很好的管理時(shí)網(wǎng)上沖浪速度慢會給評價(jià)網(wǎng)站內(nèi)容帶來負(fù)面影響。丹尼爾和Aladwani的文件表明，系統(tǒng)錯(cuò)誤的迅速準(zhǔn)確的恢復(fù)能力以及網(wǎng)絡(luò)速度是影響網(wǎng)上銀行用戶滿意度的重要因素（H3）。由于網(wǎng)上交易的非個(gè)人化性質(zhì)客戶查詢產(chǎn)品和其他服務(wù)的迅速反應(yīng)對客戶滿意度來說很重要。也有必要提供快捷交貨，優(yōu)質(zhì)的售后服務(wù)和簡便的退貨程序。因此，許多網(wǎng)上購物商場為客戶查詢配備互動(dòng)回答系統(tǒng)。這

4、種互動(dòng)性極大地提高了提交給客戶信息的精度和數(shù)量，并將最終提高客戶滿意度。因此，假設(shè)認(rèn)為顧客支持網(wǎng)上購物對顧客滿意對有積極地影響（H4）。網(wǎng)站的設(shè)計(jì)，決定網(wǎng)上商店的氣氛包括圖像的大小方面，布局，聲音和圖像，數(shù)據(jù)鏈接和提供內(nèi)容的多樣性。因此，成功的網(wǎng)上購物很大程度上取決于用戶界面以及客戶與網(wǎng)站的互動(dòng)。最近由羅森、Purinton（2004年）和Mummalaneni（2005）的研究發(fā)現(xiàn)，網(wǎng)站界面對客戶重訪和滿意度作出了貢獻(xiàn)，并最終表現(xiàn)為虛擬商店。因此，假設(shè)積極感知網(wǎng)上購物的用戶界面，對用戶滿意度（H5）的具有積極作用。這能假設(shè)滿意的顧客成為忠誠的客戶（H6）。實(shí)證結(jié)果 因子分析是利用方差最大旋法

5、轉(zhuǎn)研究主成分提取過程用于五個(gè)多項(xiàng)措施。一個(gè)因素合理的裝載值應(yīng)為0.5或更高為通過為準(zhǔn)則，以審查該項(xiàng)目所有條件的可靠性。測量項(xiàng)目分為五個(gè)獨(dú)立的變量，如在上一節(jié)中描述的研究模型。五個(gè)因素的內(nèi)部一致性信度是通過Cronbachs a檢驗(yàn)的。所有因素的a值在被認(rèn)為可接受的0.65至0.86不等，這表明變量正確加載這五個(gè)因素。在上一節(jié)中所述的六個(gè)假說與協(xié)方差構(gòu)造分析測試中確認(rèn)顧客的滿意度對顧客的忠誠度有顯著的積極影響， 這表明當(dāng)服務(wù)滿意時(shí)網(wǎng)上購物者表現(xiàn)出高的忠誠度。在可能會影響客戶滿意度的虛擬因素中，我們發(fā)現(xiàn)，網(wǎng)上客戶交易的安全風(fēng)險(xiǎn)知覺（系數(shù)0.274，P<0.01），客戶支持網(wǎng)上購物（系數(shù)0.1

6、21，P <0.01）網(wǎng)站接口（系數(shù)0.223，P <0.01）的客戶滿意度上呈現(xiàn)積極的影響。然而，客戶的感知有用性和技術(shù)能力等因素對于形成顧客滿意是微不足道的。結(jié)果表明，客戶滿意度對客戶忠誠度有著顯著的積極影響。因此，當(dāng)網(wǎng)上購物者滿意服務(wù)時(shí)往往表現(xiàn)出高度忠誠。這意味著，互聯(lián)網(wǎng)是商場經(jīng)理要考慮的很重要的因素可能會影響客戶滿意度。其中假設(shè)的因素可能會影響客戶滿意，我們發(fā)現(xiàn)，網(wǎng)上客戶有關(guān)交易安全性的風(fēng)險(xiǎn)感知，客戶支持網(wǎng)上購物和商場接口與客戶滿意度呈正相關(guān)。為了控制消費(fèi)者的感知風(fēng)險(xiǎn)，在線交易公司需要采取措施以確?？蛻綦[私。許多網(wǎng)上購物商場供應(yīng)商可能有發(fā)達(dá)的安全設(shè)備，但他們沒有很好的的告知

7、消費(fèi)者這些功能。因此，每次消費(fèi)者進(jìn)行網(wǎng)上采購的時(shí)候灌輸給他們網(wǎng)購的安全性是很重要的。這也是需要提供措施，以提高網(wǎng)上客戶服務(wù)，如客戶查詢和個(gè)性化的服務(wù)時(shí)的交互式應(yīng)答系統(tǒng)。這些服務(wù)將使網(wǎng)絡(luò)公司迅速準(zhǔn)確地響應(yīng)客戶的需求，并最終提高客戶滿意度。網(wǎng)站的設(shè)計(jì)是網(wǎng)上公司需要考慮的另一方面，因?yàn)樗鼪Q定了賣場氣氛。一個(gè)精心設(shè)計(jì)的網(wǎng)站，圖像大小，布局，聲音和圖像，鏈接和舒適的搜索功能將為網(wǎng)上商場的成功做出積極的貢獻(xiàn)?？傮w而言，在這篇文章中提出的模型表明，網(wǎng)上購物商城供應(yīng)商應(yīng)制定營銷策略更好地解決感知風(fēng)險(xiǎn)以增加消費(fèi)者的忠誠度，提供更好的顧客服務(wù)，并改進(jìn)其界面網(wǎng)站。譯文一原文Determinants of onlin

8、e shoppers satisfaction in KoreaSummary The purpose of this article is to identify the factors that might lead to the customer satisfaction in the online shopping malls across Korea. It is hypothesized that customers positive perception of usefulness of internet shopping, security, technical compete

9、nce, customer support and the interface of shopping mall positively affects the customer satisfaction.It is also hypothesized that satisfied customer becomes loyal customer.The survey results confirm that customer satisfaction has a significantly positive impact on the customer loyalty, which reveal

10、s that internet shoppers show high loyalty when they are satisfied with the service.We also find that online customers risk perception about the security of the transactions, customer support to the online shopping and interface of the shopping mall are positively related to the customer satisfactio

11、n.Conceptual ModelOnline shoppers can easily sort the merchandise by price or by quality within a shopping mall, and also compare prices of the same goods across the different shopping malls. Shopping online can also save time and reduce the information searching costs.Therefore, customers may have

12、a perception that they can get better deals online with less time and effort.This feature of innovative system has been defined as perceived usefulness. Several empirical studies have found that it is the customers perceived usefulness realized after adopting innovation that affects the degree of sa

13、tisfaction.Accordingly, it is hypothesized that perceived usefulness of online shopping is positively related to the satisfaction (H1).Online customers primary concern involves theapparent sense of insecurity regarding online credit card usage. Despite recent advancement of authentication system, cu

14、stomersconcern about transmitting such sensitive information as credit card number online would not be easily alleviated. Protection of privacy in the online environment is another concern. Studies show that online customers are concerned about the identity theft or fraudulent use of their private i

15、nformation by the online businesses. Thus,it is hypothesized that positive perception regarding the security of internet shopping gives a positive effect on the customer satisfaction (H2).Previous studies show that technical aspects of system such as the network speed, error-recovery ability and sys

16、tem stability are important factors which leads to customer satisfaction. For example, Kim and Lim find that the network speed is related to the online shoppers satisfaction. Dellaert and Kahn also report that slow speed during the web surfing has a negative impact on the evaluation of website conte

17、nt when it is not well managed by the web provider. Daniel (1999) and Aladwani document that the swift and accurate recovery ability of system error as well as network speed is important factor for the user satisfaction in the internet banking. Here, it is hypothesized that technical competence of i

18、nternet shopping mall gives a positive effect on the customer satisfaction (H3).Due to the impersonal nature of online transactions prompt responses to customers inquiries about the products and other services are important for the customer satisfaction. It is also necessary to provide speedy delive

19、ry, quality after-sale service and easy return process. Thus, many internet shopping malls equipped themselves with the interactive answering system for customer inquiries. This interactivity dramatically increases the accuracy and amount of information that can be presented to the customers,and wou

20、ld ultimately increase the customer satisfaction.Accordingly, it is hypothesized that perceived customer support of internet shopping gives a positive effect on the customer satisfaction (H4).It is the design of website that determines the store atmosphere of online stores in terms of image size,lay

21、out, sound and graphics, number of links and diversity of provided contents. Therefore, the success of internet shopping mall would depend, to a large extent, on user interface and customer interactions with the web sites. Recent studies by Rosen and Purinton and Mummalaneni find that the website in

22、terface has contributed to the customer revisit and satisfaction, and ultimately to the performance of virtual stores. Thus, it is hypothesized that positive perception of user interface of internet shopping mall gives a positive effect on the customer satisfaction (H5). It is also hypothesized that

23、 satisfied customer becomes loyal customer (H6).Empirical ResultsFactor analysis is utilized for the five multi-item measures by utilizing principal component extraction process with Varimax rotation. A suggested measure of factor loading of 0.5 or greater is adopted as a criterion to examine the it

24、em reliabilities of all measures. The measurement items are classified into the five independent variables as in the research model described in the previous section.The internal consistency reliability of the five factors is examined by the Cronbachs alphas. The alpha values of for all factors vary

25、 from 0.65 to 0.86, which are considered acceptable for this type of study. This reveals that the variables load properly on these five factors.The six hypotheses described in the previous section are tested with the covariance construct analysis, and the results are reported in Table 1.Fist, it con

26、firms that customer satisfaction has a significantly positive impact on the customer loyalty(coefficient0.833, p<0.01), which reveals that internet shoppers show high loyalty when they are satisfied with the service. Among the hypothesized factors that might affect the customer satisfaction, we f

27、ind that online customers risk perception about the security of the transactions (coefficient0.274, p<0.01), customer support to the online shopping (coefficient0.121, p<0.01), and interface of web sites (coefficient0.223,p<0.01) have rendered positive effects on the customer satisfaction.

28、However, factors such as customers perceived usefulness and technical competence turn out to be insignificant to form customer satisfaction.The results suggest that customer satisfaction has a significantly positive impact on the customer loyalty. To control consumers perceived risk associated with the transactions online firms need to take steps to ensure customer privacy. Many online shopping malls providers may have well-developed security devices, but they have done a