The B2C E-commerce customer satisfaction duringthe period of China’s economic transition

Abstract

Abstract: The purpose of this research is to identify key factors that might influence Chinese B2C customers’ satisfaction and include those factors ignored by prior studies. Through non-probability sampling and convenience sampling, 1,001 valid samples are collected and exploratory factor analysis and confirmatory factor analysis are used to establish nine dimensions of online shopping experience. The results show that the transaction capability has the strongest influence on B2C customer satisfaction; delivery and payment, customer service have the second and third most significant impact on B2C customer satisfaction, respectively. Security/privacy, merchandise feature, information quality, and web site design are also strongly predictive factors of B2C customer satisfaction, while the effects of response of time and navigation on B2C customer satisfaction are statistically insignificant.

Key words: structural equation model, factor analysis, B2C E-commerce, customer satisfaction

CLC Number:

F270

Xie Peihong, Xi Hongmei, Wei Nongjian, Liu Xia. The B2C E-commerce customer satisfaction duringthe period of China’s economic transition[J]. Science Research Management, 2011, 32(10): 109-117.

References

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