C2c E-commerce Website Customer Satisfaction Factors Affecting The Empirical Analysis

Recently, domestic C2C e-commerce has showed a strong growth. The rapid development of this market has attracted more and more buyers to join, which makes the competition more intense. In such a situation, no doubt satisfied customers are the basis of profit.Based on domestic and international marketing literature customer satisfaction research, this paper analyzes customer satisfaction formation in the process of collecting product information by using the consumer behavior theory. On this basis, this paper proposes theoretical framework of Taobao. Then, questionnaire is designed, and data is collected. Partial least square is used to test the model. The model validates the dimensions of perceived quality and perceived value, and influential factors of customer satisfaction. The results reveal customer satisfaction formation mechanism of Taobao. Further, the paper analyses the important factors of website quality that need to be improved by two-dimensional quadrant method.Combining with the market marketing, management and related subjects about customer satisfaction research, based in our country C2C e-business industry, the current situation of domestic and foreign customer satisfaction in the review of the development of theory, this paper analyzes the influence on the basis of our country C2C e-commerce sites customer satisfaction, focuses on the main factors of C2C e-commerce sites customer satisfaction and its influence factors to the relationship between building C2C e-commerce sites, the customer satisfaction a conceptual model.