Satisfaction Evaluation Of College Students Purchasing On Network Virtual Goods

With the social life’s digitization and the continuous improvement of people’smaterial life, new demand led to a new commodity which named virtual goods. Basedon the information age the rapid development of network economy, virtual goodsconsumer market will develop rapidly from both the depth and breadth. But at thesame time, this market is still immature. There still have many non-standardphenomena. As the new generation of "after90s", the contemporary college studentsare a generation growing up under the Internet. They are distinctive, relatively higheducational. They have strong ability to accept new things faster in the information age.The new thing virtual goods naturally become their favorite. College studentsconsumer groups is an important part of virtual goods consumer groups, therefore,focusing on their satisfaction is very important for the development of virtual goodsenterprises.The emergence of virtual goods is not for a long time. There do not have a lot ofrelated researches. The existing researches are relatively chaotic, and there does nothave an authoritative definition of virtual goods. Most of the studies are focused on thediscussion of the virtual goods itself, which from the perspective of the customer isstill in blank. Although there are many researches of the electricity customersatisfaction, considering the special properties of virtual goods, the customersatisfaction evaluation of virtual goods with general e-commerce must be different.This article builds a customer satisfaction measurement system of virtual goods fromthe perspective of college students.Firstly, this paper elaborates on the previous studies of virtual goods andcustomer satisfaction, clearing research status at home and abroad and the researchtrend. Combined with previous studies and the study scope of this paper, determine theconnotation of the network virtual goods. Secondly on the basis of existing research,combining virtual goods and the college students’ characteristics, the paper builds anevaluation index system of college students’ network virtual goods purchasesatisfaction model which based on experience value. Through questionnaire andinterview to collect sample data, using SPSS software to carry on the empiricalanalysis, according to the results of the analysis, the model corrected. Assign weightsfor the index, and get the ultimate satisfaction. Finally, according to the results of empirical research, put forward the corresponding countermeasure and the suggestionto improve college students’ virtual goods purchase satisfaction.