Study On The Satisfaction Of The White-collared Workers' Online Shopping Whose Ages Are Between 20 And 30 With The Background Of Web2.0

In recent years, with the foundation of several famous shopping websites home and abroad, and the fast development of our economy, the market of online shopping in our country has entered a period of quick development. According to the report published by Iresearch and Taobao, the trading volume of online shopping reached 120,000 million yuan in 2008, increasing by 128.5% compared to the same period of last year. The customers of online shopping reached 120 million, increasing by 185%. What is more astonishing is that the trading volume of the first quarter in 2010 was 102,690 million. This tells us that online shopping has become an important part of Chinese retailing market.With the quickening life pace of white-collared workers and the continuous perfection of online shopping industry, the young white-collared workers are becoming the main stream of online purchasing. Of which the ones whose ages are between 20 and 30 are playing the most important part.Iresearch analysis gives us information that the most popular pages in Taobao visited by customers are web2.0 pages. Among which, entertainment, evaluation and rating, recommendation system affected the customers most, becoming an important channel of getting information. There is no doubt that they are becoming more and more important factors influencing our satisfaction of online shopping.I hope that through the factor analysis and regression analysis of spssl6.0,I can get some quantitative decisions and provide some corresponding marketing advice for our network shop owners.The main research conclusions are as following:1.The direct influencing factors on the satisfaction of defined white-collared workers are:the core values of products, the core advantages of online purchasing, the interaction of virtual community, protection of the third side, on sale and after sale service.(sorted by the influencing degree)2. The direct influencing factors on the loyalty of defined white-collared workers are:the total satisfaction of online purchasing, the core values of products, the core advantages of online purchasing3.The total satisfaction of the defined white-collared workers is 3.5054, which is also 70.11%. This shows that the defined white-collared workers show a comparatively high satisfaction on online shopping.