Research On E-product Quality、e-customer Value-Based On Total Product Theory

In recent years, the e-commerce market remains a relatively high growing rate in China, and online shopping has implanted in everybody’s daily life. Shopping value changes has resulted in the changes of shopping habit. Customers are not only looking for the target product, but also for the thrill and pleasure feeling derived form the shopping process as well. As a result, customers require more services from the e-commerce website.Customer value and customer satisfaction are the core content in the field of e-marketing. In the fiercer competitive environment, e-commerce companies are looking for a better way to cater to customers’ needs and construct difference-oriented competitiveness. So building up a theory model to explain the forming process of customer’s value and customer’s satisfaction provides e-commerce companies with a reference of proper resources distribution and customer relationship maintainment.The paper is trying to construct e-customer satisfaction model based on the classic "quality-value-satisfaction" model with the integration of total e-product quality theory. Combining the characteristics of online shopping website, the model extends the contents and levels of "quality" and "customer value" in traditional definition and explores the following questions:what dimensions are included in the total e-product quality? How much is the perceived utility degree for the dimensions bring to customers? What is the relationship between each dimension of e-product quality with customer hedonic value and utilitarian value? How the customer hedonic value and utilitarian value influence customer satisfaction?In order to answer the aforementioned questions, the author collected data from e-customer national-widely with questionnaire method. SPSS and AMOS softwares are used for analyzing the factors. Several findings are stated as below:(1) the basic product quality, product information quality and website service quality have a significant positive influence on customer utilitarian value;(2) product information quality and website information quality have a significant positive influence on customer hedonic value;(3) the basic product quality, product information quality, website information quality and website service quality have a significant positive influence on customer satisfaction;(4) customer utilitarian value has a significant positive influence on customer satisfaction;(5) customer hedonic value has a significant positive influence on customer satisfaction.The findings have extended the research of online shopping value and provided a reference source for the value position of e-commerce operator. Meanwhile, the paper has verified the "quality-value-satisfaction" model and the results are meaningful for e-marketing and e-product strategy.