The Research Of The Influential Factors Of Customer Satisfaction In "O2O" E-Commerce

With the continuous development of the online to offline (020) e-commerce, it is important for the business to investigate the factors that influence the consumer satisfaction in order to expand the market size and increase repeat purchase rate. The market size growth of the O2O network depends on not only the user scale, but also the 020 e-commerce depth. To achieve deeper e-commerce mode, improving the O2O e-commerce shopping satisfaction is essential. Therefore, this study investigates the factors that influence the consumer satisfaction with 020 e-commerce.A theoretical model characterizing the 020 e-commerce customer satisfaction has been developed to investigate the regulatory role of the 020 customers’individual characteristics in the relationship. The technology acceptance model is utilized and expanded upon according to the current 020 e-commerce situation in China. Specifically, the perceived factors investigated are:usefulness, ease of use, risk and value.This model is empirically validated based on the data obtained from follow-up surveys with 020 customers. Our analyses show that the perceived usefulness has a positive correlation on the perceived value and customer satisfaction. The perceived value is an important direct factor. However, the influence of the perceived ease of use and risk on customer satisfaction is not significant.In this study, detailed explanations are provided for the above conclusions.The number of corresponding recommendations are proposed based on the status quo of China’s 020 shopping experience. The study has practical significance。...