A study on the determinants of e-commerce customer satisfaction
Xinling Du1, 2, Lingyi Meng1, Yujian Wu1
1School of Management, Beijing Normal University Zhuhai Campus, Zhuhai 519087, China
2School of Humanities and Economic Management, China University of Geosciences (Beijing), Beijing 100083, China
Based on existing research, a model and evaluation index systems are developed for assessing e-commerce satisfaction of customers. We centralizes associated questionnaires for six topics, namely, convenient operation for online shopping, product information, distribution service, safety and reliability of the system, handling of customer complaints, and staff services, that are administered among college students in Guangdong Province of China who have experienced purchasing items online. The proposed model explores the factors that affect customer satisfaction. The effects of these factors are then analysed using descriptive statistics and factor analysis method to verify the accuracy of the model and to draw Safety and reliability of the system has the highest correlation coefficient with customer satisfaction, different gender and grade factors significantly affect customer satisfaction.