The Analysis Of The Factors Influencing University Students' Satisfaction Of Buying Book From

On-line bookstore is one of the most successful patterns in the area of B2C electronic commerce and it develops very quickly. Its appearance changed the custom which the people formerly purchase books. In recent years, web cam quantity increased massively and promoted on-line bookstore's development enormously. On-line bookstore is excellent by its books quantity, the variety, its convenience, and the price. Buying books from on-line bookstore has been the most important demand of the readers. Students of university as representative's young consumer is the main customer group of the on-line bookstore, it catches more and more attention of the business and scholar.Regardless of being the entity environment or the virtual environment, to achieve satisfied customer, is the goal which the enterprises pursue. This research attempts to discuss the factors that influence customers'satisfactory under the electronic commerce environment from three angles: on-line bookstore characteristic, the consumer individual characteristic, and the electronic commerce transaction environment, takes customer sensation value as the middle variable, and which contains functionality value, the procedural value and the social value. Also, customer's decision-making process will depend on own individual characteristic, as well as the involved degree, therefore this research has also analyzed difference that university student customer's population statistic characteristic in each research variable, and take involved degree as the noise variable.In order to study the question above, the research carried on questionnaire survey in four universities in Shenyang, and took the university students as the object of study. Then take effective samples to carry on the data statistical analysis. Has basically confirmed this research idea through the empirical analysis, and according to the research conclusion, this article puts forward some exploratory proposal regarding on-line bookstore own value's promotion and the competition strategy.