The Empirical Research Of Online Shopping Customer Satisfaction Model

With the popularity of internet and the accelerated pace of life, more and more people join the ranks of the online shopping because online shopping is very convenient. The consumer groups of online shopping in china are growing fast, and the consumption are increasing rapidly. More and more enterprises established channel of online shopping. Satisfactory profit come from satisfied customers, if enterprises want to get more benefit during the rapid development process of internet shopping, they must clear the factors which influence the consumers. The enterprises should adopt the counter measures to improve customer satisfaction of online shopping for getting more loyalty consumers. The development of online shopping in china is still in elementary stage. Conducting relevant studies play an important role on promoting the long-term development of online shopping. However, compared with traditional modes of shopping, online shopping contains more process and scope, so it is more difficult to test the satisfaction. Currently, there are few study of online shopping satisfaction in academic. Measuring the satisfaction of online shopping has an important significance in theoretical and practical.This paper has an intensive research on the theories of online shopping, as well as the concept of the customer satisfaction and online shopping. The paper analyzed the difference between the traditional shopping and online shopping. The third chapter introduced the mainstream customer satisfaction model and evaluated their respective advantages and disadvantages. The former part made up the theoretical shortcomings of online shopping customer satisfaction. Through lots of theoretical research,consumer interviews and small sample test, combining with the characteristics of online shopping, The author constructed the model of satisfaction and evaluation index system. Later, the paper had an empirical study in university. Sample covers specialist, undergraduate and postgraduate education . The paper calculated influence between various factors by using SEM. The empirical study results show that the proposed model and assessment index has high reliability and operability. The theory and empirical make the whole process of assessment more persuasive.