Study On Customer Satisfaction Of Online Shopping

With the advent of the Internet age, the manner of suppliers' sales and service is changing. Electronic commerce gradually becomes a new form of business. As one of e-commerce forms, online shopping is popular increasingly, but its development is not as good as expected. Based on customer perception, this thesis analyzes the important factors that influence the development of online shopping, in order to facilitate their rapid development. In this dissertation, theoretical research and empirical analysis are combined, and also qualitative analysis and quantitative analysis are joined together. Based on the theory of customer satisfaction and the status and characteristics of online shopping, I bring forward a new system of online shopping customer satisfaction index by collecting and researching many literatures. To illustrate the Index and acquire useful information, I collect data and use statistic method to analyze the data, for example reliability analysis, factor analysis, relative analysis and so on. The results show that the design of questionnaire is reasonable and its reliability and validity are good; the characteristics of customers do not influence customer satisfaction, for example gender, age and so forth, but postgraduates'satisfaction, who will get master's degree, is better than undergraduates and postgraduates who will get PhD degree; every index is highly relative to customer satisfaction. In the thesis, the importance of index is decided by partial least square regression method, and CUSUM control chart monitoring the variation of customer satisfaction is introduced. Finally the proposal about the improvement of online shopping customer satisfaction is significant to the fast development of online shopping.