A Study On The Influencing Factors Of Customer Satisfaction In B2C Mobile Commerce

The popularity of the Internet promotes the rapid development of B2C e-commerce inChina, along with mature mobile communication technology and the widely using ofmobile intelligent terminal, the mobile commerce arises at the historic moment. At thesame time, the market pattern of e-commerce is changed. In the mobile commerce world,the commerce platform is based on the personal computer no longer, which replaced by themobile intelligent terminal. The cable Internet network is also replaced by the wirelessmobile network. Therefore, the influencing factors of customer satisfaction in thetraditional Internet e-commerce don’t apply to the mobile commerce.In this background, this paper uses the theoretical analysis and empirical analysis todiscuss the influencing factors of customer satisfaction in B2C mobile commerce. Basedupon reviewing and summarizing the domestic and foreign scholars’ research aboutcustomer satisfaction, combined with the characteristics of customer in China, in this paper,the influencing factors of customer satisfaction are summarized as three aspects: brandimage, mobile commerce platform quality and service quality. The research model aboutthe influencing factors of customer satisfaction in B2C mobile commerce is constructedbased on three aspects.According to use the empirical analysis method, we draw the conclusion as follows:1, Mobile commerce platform quality has a significant positive impact on customersatisfaction. In the three factors of mobile commerce platform quality, operationconvenience and platform security have a positive impact on customer satisfaction, and theinfluencing degree of platform security is higher than operation convenience.2, Service quality has a significant positive impact on customer satisfaction. Smoothcommunication and process convenience have a positive impact on customer satisfaction,and the influencing degree of smooth communication is higher than process convenience.3, Brand image has no significant impact on customer satisfaction. In the end of this article, according to analyze the research results, we give the mobilecommerce enterprise manager some suggestion about how to improve customersatisfaction. Meanwhile, we put forward the prospect of research in the future. Therefore,this study has an important theoretical and practical significance for the development of theB2C mobile commerce enterprise.