A Research About Halo Effect In The Network Customer Satisfaction

When Cardozo first discussed conception of customer satisfaction in marketing area in 1965, there were a lot of works and treatises about definitions of customer satisfaction, measuring methods, analytical approach and so on. With the theories of customer satisfaction were more and more mature, that got more widely used in the practice of enterprises. Since 1990s, along with the computer network and communication technology rapid development, especially the application and popularization of the Internet, electronic commerce penetrated and diffused in the social life and economic field at an unprecedented pace. As a new e-commerce business operation mode to consumers, shopping online affected the traditional concepts and behaviors of people. With online shopping market unceasingly expanded, More scholars focused on consumer behavior and psychology in the network environment, and network customer satisfaction has become the important subject of study.This article is put forward in this context, the research aim is to explore whether there is halo effect in the network customer satisfaction, also want to know how the halo effect influence network customer satisfaction. Through the research I want to study and explore halo effect on the measuring methods of customer satisfaction, to add theory of customer satisfaction, and give online business enterprise and individual with Suggestions about operation, then make them understand better and use of customer satisfaction theory to guide operation and achieve business objectives.According to definition about halo effect of Murphy' view, halo effect is redundant correlativity that beyond the real correlativity between attributes. This is the same as the true value theory of statistics, measured the relationship between attributes is sum of real correlativity and redundant correlativity made by halo effect. Just make sure the real correlativity between different attributes, we can judge that if there is redundant correlativity, namely, halo effect. But to judge the real correlativity between attributes is very difficult, as a scholar, Wirtz adopted method that keeping attributes are objective quality level in constant as a constant to make sure whether there is halo effect. This article will use Wirtz's ideas to test whether there is halo effect in the network customer satisfaction. That means consumers shopping online evaluate constant nature attributes and non-constant nature attributes, to observe their correlativity whether it is significant, then we can know whether there is halo effect. Here I will structure a Structural Equation Modeling with latent variable model have constant nature attributes and non-constant nature attributes in network customer satisfaction to measure their correlativity.This article's research objects are Consumers of Taobao.com. With Delphi method, deep interview online shoppers, and refer to the related literatures, I choose index that have constant nature attributes and non-constant nature attributes in network customer satisfaction, through the questionnaire research form evaluation of network customer satisfaction, then hole effect is existent network customer satisfaction is verified by constructing a structural equation model. Moreover, this paper attempts to test whether there is more stronger significance of attributes case more stronger correlativity, but according to the results, only to a certain extent it has this trend, it still need further verification.Currently, network customer satisfaction assessment research is less in the academic circle, and halo effect on customer satisfaction effect is not studied In the online shopping environment. Through this research, it is verified that halo effect do exist in the network customer satisfaction, also to a certain extent research the reason why hole effect is formed. Meanwhile this research enriched the customer satisfaction theory, it avail enterprises to face network customer satisfaction estimation objectively, enterprises and individual operators could use network customer satisfaction to guide practice of business, finally realize the business objectives.