The Research On The Influencing Factor Of Customer Satisfaction On Group-buying Website

The word "Group-buying" has long been there,Since it was brought into China,It was popular in the customer.since the group-buying website has experienced 1.0 era and 2.0 era.In the 1.0 era,website is the platform of organizing consumers to shopping.In the 2.0 era,the group-buying website to service local life has become the mainstream.However,the pattern of group-buying website has profit damage,difficult foothold and other birth defects,as the demands is rising,group-buying website has been gradually abandoned by businesses.Gradually,group buying has become three areas:to the shop,home,takeaway.Therefore,based on the 2.0 era of group-buying website,it's urgent to find out the influence factor of customer satisfaction on group-buying website,perfect group-buying website,improve customer satisfaction,so as to improve competitiveness of group-buying websiteThis paper is based on the characteristics of group-buying website in 2.0,take the method of combination of theory and practice,qualitative and quantitative analysis.This paper is based on the mature theory of customer satisfaction,considering its own characteristics of group-buying website,consult the relevant literature to evaluate evaluate index of customer satisfaction.Then build the satisfaction evaluation index system of group-buying website.Finally select the structural equation to carry on the empirical research according to the comparison of the satisfaction degree method.The empirical research part uses the method of questionnaire survey to collect the data.At the end of the paper,objectively obtains the conclusion,and puts forward the seven suggestions.The research shows that the customer satisfaction is mainly influenced by six dimensions and twenty-two indexes:website design,website product,website information,website service,website payment and website marketing.The important impact of the six dimensions:website services,marketing.design,products,information,payment.Customer satisfaction,customer complaints and customer loyalty are positive correlation.Customersatisfaction has little impact on customer complaints.Overall satisfaction of customers on group-buying website is 3.8,between the general and satisfaction.