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摘要随着信息时代的不断发展与进步，国内的网购人群也在不断地增加。对于网购满意度影响因素的研究水平也是在不断地提升之中。瑞典率先于1989年建立了全国性的顾客满意度指数，随后又有多国研究出各自的顾客满意度指数，不例外我国也于1999年启动了顾客满意度指数的测评工作，不少学者都为此进行深入探讨，但至今仍未建立全国性的测评结果。当前，网购满意度影响因素还处于混杂阶段，没有全国性、统一性的衡量标准，相关的数据和资料不够完整、详细。除此之外，在以前的理论及研究中，研究者大都以笼统的网购为案例，对其出现的问题提出意见或建议。文章主要分析基于淘宝网站的“女装网购满意度”影响因素及通过问卷调查的模式调查满意度，探索其各个影响因素的程度，旨在探讨如何针对不同程度的满意度影响因素，对商家及网站运营商提出具有针对性的对策与建议。44133
Abstract：With the continuous development and progress of the information age, the domestic online shopping population is also increasing. For online shopping satisfaction factors research level it is in constant ascent. Swedish first established in 1989, a national customer satisfaction index, then there are many countries developed their own Customer Satisfaction Index, is no exception China also launched a customer satisfaction index evaluation work in 1999, many scholars are This depth study, but has yet to establish a national survey results. Currently, online shopping satisfaction factors influence is still in mixed stage, there is no national, criteria unity, relevant data and information is incomplete, detail. In addition, the previous theory and research, investigators mostly in the general online shopping is the case, make comments or suggestions to their problems. The article Based on "Women online shopping satisfaction," Taobao Station factors and investigations by mode satisfaction questionnaire to explore the extent of the impact of various factors, aims to explore how different factors affect the degree of satisfaction of businesses and websites Operators put forward countermeasures and suggestions targeted.
毕业论文关键词：网络购物； 服务质量； 网络顾客满意度； 影响因素； 淘宝； 女装；
Keyword：Online shopping; quality of service; network satisfaction; influencing factors; Taobao; Women;
目 录
一、引言 6
（一） 研究背景和意义 6
（二）研究内容 7
（三）本文创新点 7
（一）网购满意度国外研究 7
（二）网购满意度国外研究 8
（三）国内外研究存在的问题 9
三、网购女装满意度现状及其影响因素分析 9
（一）基于淘宝网站的网购女装满意度现状 9
1、淘宝网站的网购现状分析 9
2、网购女装现状分析 12
（二）基于淘宝网站的网购女装满意度影响因素 13
1、售前影响因素分析 15
2、交易过程中影响因素分析 15
3、售后影响因素分析