A Research About The Influencing Factors Of Online Shopping Customer Satisfaction In B2C Mode

In recent years, with the consumption scale of B2C e-commerce, and the number of e-commerce enterprises has increased rapidly, the competition among e-commerce enterprises is increasingly fierce. In the increasingly fierce market competition, it is very important for B2C e-commerce enterprise to understand customers’satisfaction and their perception of the whole shopping process timely and accurately, to control the influence factors of online shopping customer satisfaction on B2C e-commerce sites, and then take efforts to improve their products and service, effectively enhance enterprise competitiveness.This paper mainly studies the influence factors of customer satisfaction on B2C online shopping, aim to enrich the related research and to provide effective basis and method for B2C e-commerce enterprises to know and improve the customer satisfaction. First, this paper reviews the home and abroad literature on the related concepts about customer satisfaction and its assessment, and the influence factors of online shopping customer satisfaction. And on the basis of reference literature and research, this study puts forward a preliminary conceptual model. In the stage of empirical research, this study designs the questionnaire of the influencing factors of customer satisfaction on B2C e-commerce online shopping through learning mature foreign scales. After distributing and receiving questionnaires, statistical software SPSS17.0and AMOS17.0are used to test the questionnaires’reliability and validity, and to do confirmatory factor analysis and path analysis. The results show that such five factors as company image, website security, product value, service value and customer review and ratings have a significant effect on customer satisfaction of B2C online shopping, and finds that the intermediary variable of customer trust also does a great role in the model. Then, this paper puts forward the effective suggestions for B2C e-commerce enterprise to improve customer satisfaction, such as focusing on construction of corporate image and site safety, enhancing customer trust, ensuring the value of products and the quality of service, strengthen the management level of customer reviews and ratings,etc. This paper puts forward the deficiency and the future research directions finally.