GeneratedbyFoxitPDFCreator©FoxitSoftwarehttp://www.foxitsoftware.comForevaluationonly.淘宝网用户满意度调查研究IGeneratedbyFoxitPDFCreator©FoxitSoftwarehttp://www.foxitsoftware.comForevaluationonly.摘要网络购物的服务质量高低直接影响网络购物者的满意程度，间接影响到消费是否再次登录该网站购物。本文以淘宝网作为研究对像，以大学生作为研究主体，分析大学生在淘宝网购物的测量及评价其满意度。为了确保指标的完善和问卷的科学有效，本文的实证研究分二个阶段来进行:一是预调研(小规模调查)阶段，收集了39份问卷进行探索性因子分析,进一步删改指标体系并改进问卷的提问方式;二是正式调研(大规模调查)阶段，共收集了有效问卷264份,获取充足的数据用于实证分析。通过SPSS统计分析软件进行指标的信度、效度的分析，最后对网络购物消费者满意度进行聚类分析。本研究的意义在于:提出衡量淘宝网购物满意度的测评办法，并对两种方式进行对比，得出简介的计算方法。关键词：网络购物，满意度，测评IIGeneratedbyFoxitPDFCreator©FoxitSoftwarehttp://www.foxitsoftware.comForevaluationonly.AbstractInternetshoppingservicequalitydirectlyaffectthelevelofonlineshoppingsatisfactionwiththelevelofindirectimpactontheconsumertologinagaintothesite.Inthispaper,asastudyonTaobaoastocollegestudentsasthemainstudy,analysisofuniversitystudentsinthesurveyingandTaobaotoevaluatetheirsatisfaction.Inordertoensureandimprovetheindicatorsofthequestionnairescientificandeffective,thepaperofempiricalresearchconductedattwostages:First,pre-study(small-scalesurvey)stage,collected39questionnaireswereexploratoryfactoranalysis,tofurtherreviseandimprovethesystemofindicatorsThequestionquestionnaire;secondisaformalinvestigation(alarge-scalesurvey)stage,collected264validquestionnaires,accesstoadequatedataforanalysisofevidence.ThroughtheSPSSstatisticalanalysissoftwareindicatorsofthereliabilityandvalidityoftheanalysis,thelastofconsumersatisfactionwithonlineshoppingclusteranalysis.Thesignificanceofthisstudyis:TaobaoShoppingmeasuredbythesatisfactionsurveymethods,andcomparedtwoways,thatbriefcalculation.Keywords:InternetShopping，Satisfaction，EvaluationIIIGeneratedbyFoxitPDFCreator©FoxitSoftwarehttp://www.foxitsoftware.comForevaluationonly.目录1绪论.............................................................11.1研究背景....................................................11.2研究对象和研究主体..........................................11.2.1研究对象..............................................11.2.2研究主体..............................................11.3文献综述....................................................21.3.1价格..................................................21.3.2商品质量..............................................31.3.3网站安全可靠..........................................31.3.4服务方面的研究........................................51.3.5个人因素方面影响......................................51.4研究内容和结构..............................................61．5研究方法及流程.............................................72研究设计.........................................................82.1研究设计....................................................82.1.1顾客满意的研究内涵和驱动因素..........................82.1.2理论模型假设..........................................82.1.3网络顾客期望与网络顾客满意度..........................82.1.4消费者感知购物网站服务质量与网络顾客满意度............92.2调研设计....................................................92.3问卷设计...........