| Online shopping is a new shopping and life style by which the costumer can purchase the merchandise in the online store. Until June, 2009, the population of online shopping consumer has achieved 87.88 million, increasing number of net citizens are accustomed to the price transparent and convenient net shopping. Besides, further analyze and statistic suggests that, the potential market for online shopping in china is still vast, the developing room in the future is very huge.As the booming of online shopping, the survey of satisfaction on online shopping is ongoing, for the present consumer of online shopping in china, there is not too much unsatisfaction in online shopping, however, it is not equivalent to satisfaction, as a sphere which is not too well-formed, it is still a long way to go for the merchant and related administrative organization, at the current time, It is still a question about what factor effect the consumer satisfaction and how it matters. In online shopping except the effect of satisfaction and loyalty, there is still the effect of personal factors and external factors, but what influence do these factors have? These are all the problems that are discussed in this essay.The technology acceptance model has been introduced into the customer satisfaction model in this essay, the website effect factors have been divided into website satisfaction and ease of use. What's more, the classification of virtual community has been included into the effect factor in the essay. There are totally 310 effective questionnaires analyzed in this essay, which empirically prove the effect procedure and effect degree of these factors on the satisfaction of customers on online shopping and quantitatively analyzed the effect of personal and external factors.The essay is classified into 6 chapters, which respectively introduce the research background, research meanings; main concept, related article counts; the analyze and establishment of customer satisfaction on online shopping; the design and analytical approach of empirical research; empirical examination of the presumptive model and related conclusion and advice. Thereinto, the related definition general, analyze and establishment of concept model, empirical analyze and conclusion&advice on the technology acceptance model, the existing online shopping model are the core parts of the essay. |
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