A Study On Customer Satisfaction Measurement Of Luxury Shopping Malls Under The O2O Electronic Commerce Pattern

As the development of local e-commerce on the Internet, information and material, online and offline become more closely linked, O2O business model also allows e-commerce into a new pattern. The most important characteristics of O2O model is the promotion effect available, each transaction tracking.O2O put information flow, cash flow on the line, and the logistics flow and commerce flow off the line, such as movies, music, online gaming is difficult to play the role of O2O. With the improvement of life quality, life "must" and "must" products complement each other, luxury is becoming more and more accepted by people, more and more international brands to enter the high-end luxury market, the quality of people's life is not only the pursuit of brand effect, more is for services under the line, therefore, the research of O2O mode which factors that affect customer satisfaction for luxury goods, evaluating customer satisfaction at luxury store with the scientific mathematical model has certain practical significance.This article has studied the O2O e-commerce pattern and the literature of c ustomer satisfaction, combined with the development trend of the Internet era an d luxury shopping malls, to determine the impact of the five main factors affecti ng the luxury customer satisfaction, respectively for expect, quality, value, custom er satisfaction, return, the quality subdivided into online, offline and service.According to the five main factors affecting the interaction between constructs the theoretical model of the influence of luxury goods to customer satisfaction, establish the evaluation index system and design the questionnaire, in Changchun luxury shopping mall recover and sort out, the questionnaire then analyze the data scientifically.We use partial least squares of structural equation model for empirical research to the theory model, the reliability and validity of the model, and the path analysis and verification of the theory.Finally, we evaluate the O2O electronic commerce mode of luxury goods to customer satisfaction, accordingly make suggestions in the O2O mode of the future luxury shopping mall marketing.