| The purpose of this paper:from the perspective of customer satisfaction this paper analyzes the factors effecting Chinese online shopping, and combines with empirical analysis method for research, in order to provide guidance significance for the development of e-commerce.With the advent of the information age, popularization of networking and universal improvement of consumer quality, internet shopping will become a fashion. Farsighted retailer has taken a fancy to e-commerce platform, and then there appeared new industry-online retail. Compared with the traditional way of shopping, online shopping has the advantage of low cost, rich commodity diversification, providing the most popular and fashionable commodities and services, gathering commodity information easily, shopping 24 hours a day and saving time, cross-regional and cross-border shopping, so this way of online shopping is in many people's good graces. According to 2008-2009 China Online Shopping Research Report Brief Version released by iResearch Consulting Group, we can know both numbers of online shopping user and online shopping market scale take on a significant growth trend year after year. But compared to the United States and other Western Countries, the proportion of Chinese online shopping is still relatively small, so from the perspective of customer satisfaction this paper analyzes the factors effecting Chinese online shopping, and combines with empirical analysis method for research, in order to provide guidance significance for the development of e-commerce.The research method of this paper:this paper will apply empirical analysis method combining with theoretical analysis method to analyze factors effecting online shopping customer satisfaction index thoroughly. In the process of the empirical analysis this online survey questionnaires are used to collect data, reliability analysis and factor analysis are used to test questionnaire reliability and validity, and regression analysis and one-way ANOVA analysis are applied to analyze data and draw relevant conclusions.This paper includes six parts as follows:The first chapter is an introduction, which elaborates the background, research meaning,the scope of research and research ideas systematically and comprehensively.The second chapter is a literature review, which makes an overview on the definition of customer satisfaction, the theory of customer satisfaction and the related theory of online shopping customer satisfaction.The third chapter is the proposal of this hypothesis, including web security mechanism, product value, service value, image value and personal experience.The fourth chapter is the design of this research, including data collection and reliability test of the questionnaire. This paper applies reliability analysis to test reliability of the questionnaire, the results show that the reliability of the questionnaire is high, and this ensures that internal consistency of the questionnaire.The fifth chapter is data analysis. Firstly, this paper applies factor analysis to test the validity of the questionnaire, the results show that the validity of questionnaire is high, and this ensures the questionnaire is effective. Then this paper applies multiple linear regression analysis to test the hypothesis put forward, and stepwise regression analysis to test whether each predictor variable explains the dependent variable and the power of explanation is strong. Finally this paper applies one-way ANOVA Analysis to test whether the mean of customer satisfaction index of different personal information (such as age, education level, sex and the average monthly income) exist significant difference.The sixth chapter includes conclusions and recommendations.The conclusions of this paper:By research, I find the sellers'service value and image value have a significant impact on customer satisfaction, and the means of customer satisfaction index of different personal information (such as age, education level, sex and the average monthly income) have no significant difference.The innovations of this article:(a) from the perspective of customer satisfaction, this paper analyze factors effecting online shopping customer satisfaction analysis deeply, (b) in this paper, there have been online shopping experience to customers as samples, propose hypothesizes, and obtain the factors affecting online shopping customer satisfaction by empirical analysis.The shortcomings of this article:the study sample of this paper is Taobao website, but currently there are still many small auction website in our country, and they have its own advantages, the structure of these sites has a slightly different respectively, so the author of this paper do not know whether these conclusions of this paper is suitable for these websites. In view of personal ability and the restriction of objective conditions, sample size of this article is small, and the study object is college student, so it has some limitations. In this article the ideas and recommendations on online shopping in C2C mode that has been proposed is relatively immature, and requires further research and discussion. |
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