The Empirical Analysis Of Online Shopping Customer Satisfaction Index In C2C Mode

With the development of market economy, the online shopping has become increasingly fierce competition. In our country, C2C mode of online shopping developed rapidly. Researching on C2C mode of online shopping has important significance, because C2C mode of online shopping has shared more than 90% market share in online shopping market. In the increasingly competitive e-commerce environment, the additional services that the sellers in C2C mode can afford is the key point to survival. In the current environment, the homogeneity of the C2C platform of commodity competition, the additional services that the sellers provided customers, have become not only the key factors that affect customer satisfaction, but also be special and unique factors of the core competitiveness. Assumptions above can well solve these problems, we can find the most important factors that affect customer satisfaction in C2C mode of online shopping. Improving customer satisfaction online shopping for C2C mode, will be able to increase the number of users of online shopping, also plays a practical significance in developing e-commerce industry in china.The study has reviewed the extensive literature study on the C2C mode of online shopping customer satisfaction, described the basis of the concept and content and summarized the domestic and international customer satisfaction model. In the basis of summarized the American Customer Satisfaction model, the study summarizes and analyzes the customer satisfaction model for the C2C mode of online shopping. In the new model,the study highlighted the three latent variables that affect the quality of service:page design, customer service attitude and logistics services. The method of exploratory analysis has checked the feasibility of the new model and questionnaire. The empirical analysis of online shopping customer satisfaction, has used maximum likelihood estimation and structural equation model, also draw the path between the various potential variables affect customer satisfaction coefficient. The empirical results show that C2C mode of online shopping customer satisfaction model has feasible and theoretical significance, also feasible in practice at the operational level. In the study on empirical analysis,the results have confirmed the new added to the three latent variables in the model service quality and customer satisfaction. The analysis on theoretical and operational show the convince of the study.