| Recently, the scale of electronic commerce of emergence has two new bright spot, that is the rapid development of cross-border e-commerce and regional e-commerce. 21 st century macro Research Institute believes in the next few years, stimulated by the incentive policy has great importance to electronic commerce in the countryside, regional e-commerce will usher its real climax, local government ?s promotion and regional industrial high demand of transformation will become the power of regional e-business development. Regional electronic commerce platform, which is founded based on the concept of the same city.This paper studies the customer satisfaction is mainly refers to the shopping area based on B2 C regional e-commerce platform. Compared with the national e-commerce, e-commerce will have a lot of advantages, such as: high efficiency(short time door-to-door), precision(familiar with local customs and habits, to provide accurate service), lower transportation costs and so on. China is a typical regional economy, about 350 prefecture level city, more than 4300 million enterprises, more than 80% of small and medium-sized enterprises based on local service and sales, more than 90% of consumption?s realization needs the help of offline store, our small and medium-sized enterprises need to promote regional e-commerce platform. Compared with the comprehensive e-commerce platform, the regional e-commerce platform needs to pay more attention to customer satisfaction, for two reasons:on the one hand, consumers are not familiar with the platform at the moment;on the other hand is high expectations and low satisfaction value appeared with consumers familiar with it.This is the realization of sustainable development to solve the first problem for based on local development, the flow of regional e-commerce platform, that is why in this paper, we study how to improve the practical significance of the regional e-business platform of customer satisfaction.This paper selects the regional e-commerce platform which is developed well for empirical research, from the point to the surface, to explore the factors that affect the customer satisfaction of regional e-commerce. Firstly, this paper makes a comb on the customer satisfaction degree theory, customer satisfaction factors and network customer satisfaction evaluation model and so on. Then analyze the development of e-commerce and regional e-commerce platform for the status quo.On the basis of this, the paper puts forward the theoretical model of the regional e-commerce, and puts forward the hypothesis of the relationship in the model. Variables includes five dimensions ——corporate image, site safety, product quality, service quality and evaluating and rating; intermediate variables as customer trust and customer expectations; outcome variables as customer satisfaction. Thirdly, take consumer of the regional e-commerce platform as the object of study through the questionnaire survey. In the research the data is analyzed, and the hypothesis is tested and the conclusions of this paper are drawn with the help of SPSS21.0 and AMOS21.0.Research has confirmed that the enterprise image of the regional e-commerce platform has a significant positive effect on the customer satisfaction. Regional e-commerce site security will be a positive significant impact of online shopping customer satisfaction. The value of the products will have a significant positive effect on customer satisfaction in online shopping. Improve the regional e-business web service value can significantly affect online shopping customer satisfaction to improve. Customer trust has positive effect on customer satisfaction. The improvement of customer satisfaction brings good reputation, the more satisfied they are, the higher the evaluation and the rating is. Finally, this paper puts forward some management suggestions from the angle of the regional sub business platform, hoping to provide some ideas for the regional e-commerce booming. |
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