A CONCEPTUAL MODEL OF CONSUMER SATISFACTION IN BUSINESS-TOCONSUMERE-COMMERCE

摘要

Customer satisfaction is critical to business-to-consumer (B2C) e-commerce success. This articlepresents a conceptual model for online customer satisfaction by synthesizing the research on usersatisfaction/information system (IS) success in MIS area with customer satisfaction in marketingarea. Based on the expectation-disconfirmation paradigm and the concept of perceived value, wepropose that customer satisfaction, in the context of online transaction, is affected by theperceived quality (from the web vendor), disconfirmation (discrepancies between perceivedquality and expectations), and perceived value (comparison between the performance and theirsacrifices). Multi-dimensionality of each factor has been examined. We also discuss implicationsin our study and point out some directions for future work.