The Research Of Merchants’ Satisfaction In Specialized Market

Specialized market plays an indelible role in C hina ’s economic development.By the statistics in 2015,specialized market transactions account for 10.98% of Gross Domestic Product.Merchants in the charge of market are the main body of specialized market,at the same time,merchants are the customers of the specialized market,enjoying the management and services from the market,and produce satisfaction evaluation and tendency behavior to the market.What’s worse,current studies do not systematically rise the specialized market management suggestions by surveying the merchants’ satisfaction.Therefore,as the transformation development and the competitiveness enhancing,specialized market needs to strengthen the management over merc hants.Combining literature research results and the merchant’s satisfaction formation mechanism,I deeply study the effect of the five variables to the merchants’ satisfaction,and discuss the meaning of theirs.And the impact of merchants’ demographic characteristics and variables is discussed in this paper.Based on the satisfaction degree of merchants,the paper systematically rises business management advises,aimed at achieving the raise of merchants’ satisfaction and enhancing the comprehensive strength of specialized market.First of all,summarizing the related literature and determining the research idea,the paper puts up the research design and research hypothesis,and builds the conceptual model.Secondly,the questionnaire is designed by drawing lessons from maturity scale,pretesting and depth interview,and then use it to collect the questionnaire data.Thirdly,using SPSS18.0 and AMOS18.0 to verify the hypothesis and conceptual model,research conclusions are as follows:(1)through the analysis of the reliability and validity,the questionnaire has high internal consistency and reliability,and the validity of it is also high.(2)In the factor analysis,the paper extract the six factors: market environment,market service,the convenience of the market,market security,the price and merchants’ satisfaction as the variables of the model.(3)Market environment and so on five dependent variable and merchants’ satisfaction have significant positive correlation.(4)Through correlation analysis and structural equation model analysis,the study conceptual model fitting degree is high.(5)Through the analysis of variance,regression analysis and multiple comparison test,the merchants’ demographic characteristics in the specialized market and the cognitive difference of variables are not significant.Finally,according to the results of data research,the paper systematically puts up the following proposals for improving the merchants’ satisfaction of specialized market managements:(1)Optimize market environment,build merchant self-discipline platforms: practice a system of “ one household one area”,and pay attention to the management of food service merchants.(2)improve the level of market services,and do the management of merchants: conscientiously implement the market access system,implements the merchant document service,build merchants’ evaluation system,etc.(3)Complete the site and platform construction,carry out online business management,and realize the online merchants’ management linkage.