Electronic commerce in China underwent a sea change in recent years. More and more people are accustomed to shopping online. Improving customer satisfaction of online shopping is gaining signification for business to ...Electronic commerce in China underwent a sea change in recent years. More and more people are accustomed to shopping online. Improving customer satisfaction of online shopping is gaining signification for business to gain long-term customers and achieve their goals. Based on and enlightened by the traditional custom satisfaction model, we built a model especially for online shopping in China. Wc took samples from undergraduates in Shanghai and gained real data by sending out questionnaire and conducting survey both online and on the spot. Taking advantage of the SPSS19.0 with PLS plugin and SEM-PLS analysis method, we tested and proved some relations that we put foreward in the hypothesis. The value of our investigation and this paper lies in providing some enlightening perspectives for firms doing online business, which hopefully can help them improve costumer satisfaction and achieve firm goals.展开更多
文摘Electronic commerce in China underwent a sea change in recent years. More and more people are accustomed to shopping online. Improving customer satisfaction of online shopping is gaining signification for business to gain long-term customers and achieve their goals. Based on and enlightened by the traditional custom satisfaction model, we built a model especially for online shopping in China. Wc took samples from undergraduates in Shanghai and gained real data by sending out questionnaire and conducting survey both online and on the spot. Taking advantage of the SPSS19.0 with PLS plugin and SEM-PLS analysis method, we tested and proved some relations that we put foreward in the hypothesis. The value of our investigation and this paper lies in providing some enlightening perspectives for firms doing online business, which hopefully can help them improve costumer satisfaction and achieve firm goals.
