论文总字数：26674字

摘 要

近年来，我国人民生活水平和消费能力不断提高，人们的消费观念和消费行为正逐渐发生着转变，消费者对商品质量的需求不断增强。而国内品牌生产的奶粉、保健品、化妆品等商品的质量问题频频出现，消费者对国内产品的质量正逐渐丧失信心，似乎对国外商品的品质更加信赖。与此同时，互联网快速发展并普及，贸易全球化的进程的不断加快，人们购买海外商品途径和方式也变得更加多样和便捷，出境消费、海外代购和海淘热潮兴起，并促进了跨境零售电商行业的发展。

本文查阅并梳理了国内外学者在消费者满意度方面的研究理论，结合我国跨境零售电商行业的发展现状以及消费者普遍抱怨的问题，构建了跨境零售电商消费者满意度的指标体系以及测评的理论模型，模型包括顾客期望、感知质量、顾客满意、企业形象四个潜变量。采用抽样调查的研究方法，根据跨境零售电商消费者满意度测评模型和指标设计调查问卷，进行调查样本的数据收集。利用收集的可靠数据，使用分析软件AMOS对构建的跨境零售电商消费者满意度测评模型进行验证分析。根据验证分析的结果可知，消费者购买商品时的感知质量是影响消费者满意度最重要的因素，消费者在购物过程的感知质量越好，满意度就越高；企业形象对消费者满意度产生正向的影响；消费者购买商品前的期望会对消费者满意度产生一定程度的负向影响。

关键词：跨境零售电商，顾客满意度，测评模型

Abstract

In recent years, the living standards and spending power of the Chinese people have continuously improved, and people’s consumption concepts and consumer behavior are gradually changing. Consumers’ demand for product quality is constantly increasing. However, the quality problems of domestic brands such as milk powder, health products, and cosmetics have frequently appeared. Consumers are losing confidence in the quality of domestic products and seem to have more confidence in the quality of foreign products. At the same time, the Internet which continues to grow rapidly is becoming more and more popular and the process of globalization of trade is accelerating, which have made people’s ways and means of buying overseas goods more diverse and convenient. Outbound consumption, overseas purchasing services, and sea tide have risen, and promoted cross-border retail electricity. The development of the business sector.

This article reviews and sorts out the research theories of domestic and foreign scholars on consumer satisfaction. It builds a cross-border retail e-commerce customer satisfaction index system and a theoretical model for assessment, combining the development status of cross-border retail e-commerce in China. Including customer expectations, perceived quality, customer satisfaction, corporate image four latent variables. The research method of sampling survey was used to collect data of survey samples according to cross-border retail e-commerce customer satisfaction measurement model and indicator design questionnaire. Using the collected reliable data, the cross-border retail e-commerce customer satisfaction evaluation model constructed by the analysis software AMOS was used for verification and analysis. According to the results of the verification analysis, the perceived quality of consumers' purchase of goods is the most important factor affecting consumer satisfaction. The better the perceived quality of consumers in the shopping process, the higher the degree of satisfaction; the corporate image has a positive impact on consumer satisfaction; consumption Expectations before the purchase of goods have a negative effect on consumer satisfaction.

KEY WORDS: Cross-border retail E-commerce，Customer satisfaction，Evaluation model

目录

摘要 I

Abstract II

第一章 绪论 1

1.1 研究背景 1

1.2 研究目的及意义 2

1.2.1研究的目的 2

1.2.2研究的意义 2

1.3研究框架 2

第二章 国内外文献综述 4

2.1 消费者满意度理论 4

2.2 消费者满意度模型评述 5

2.2.1 SCSD模型 5

2.2.2 ACSI模型 5

2.2.3 ECSI模型 6

2.2.4 CCSI模型 7

2.3 跨境零售电商消费者满意度研究 7

2.4 研究述评 8

第三章 指标体系及模型构建 9

3.1测评指标体系构建原则 9

3.2测评指标体系 10

3.2.1跨境零售电商消费者满意度现状 10

3.2.2测评指标体系 10

3.2.3测评指标筛选 11

3.3测评模型建立与假设提出 15

3.4本章小结 17

第四章 实证分析 18

4.1数据收集与处理 18

4.1.1数据收集 18

4.1.2信度分析 18

4.1.3效度分析 18

4.2模型测评 19

4.3模型测评结果分析 21

4.4 本章小结 22

第五章 总结与展望 23

5.1 研究总结 23

5.2可能创新点 24

5.3 研究不足与展望 24

5.3.1 研究不足 24

5.3.2 研究展望 25

参考文献 26

致谢 28

附录 29

第一章 绪论

近年来，我国人民的生活水平和消费能力不断提高，人们的消费观念和消费行为正在逐渐发生转变，消费者对商品质量方面的要求不断提高。而国内的化妆品、保健品、奶粉等商品的质量问题频繁爆发，消费者对国内商品的质量正逐渐丧失信心，似乎对国外商品的品质更加信赖。与此同时，互联网快速发展并普及，贸易全球化的进程不断加快，人们购买海外商品的途径和方式也更加多样和便捷，出境消费、海外代购和海淘热潮兴起，并促进了跨境零售电商行业的发展。

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