A Research On The Influencing Factors Of Customer Complaints About Online Shopping Based On Factor Analysis

Along with the popularization of computer technology and the rapid development of national transport industry, online shopping has become a trend. Online shopping has been favored by consumers for the lower price, more choices of goods, breakthrough the constraintsand of time and space and any other advantages. But online shopping is not perfect, there are still many factors will affect customer satisfaction which will result in customer complaints. Therefore, this paper combines with the current situation of online marketing, reviewing and learning the experience of previous scholars in related fields, constructs a model of customer complainting factors of online shopping through the discussion and summary.This paper also reviews and summarizes the results of researching customer complaints and related fields, learning the experiences from domestic and foreign scholars at the same time, but also combines with the sactual situation of customer complaints, setting up the evaluation indexes of customer complaints. And on this basis, we also collect direct data by questionnaire, and get the typical data set. Through factor analysis of the data,we obtain the specific customer complaints factors. Then, we can get the relathionship of the between influence factors and customer complaintsclearly by the correlation analysis. At the same time, we use the regression analysis to establish the regression relationship between these factors and the customer complaints, get the quantitative relationship of them, and discuss the rationality of the ralationship between the influencing factors and customer complaints. Finally, according to the results of by statistical analysis, we can optimize the initial model which si assumed preamble, and puts forward some reasonable suggestions to avoid or reduce customer complaints, providing reference for the electronic commerce enterprises.