Relations Of Shopping Site’s Service Quality, Customer Trust And Customer Satisfaction

In recent years, the manner of shopping is transforming to online shopping in the worldwide. The most important driving force is the network’s popularity among the ordinary people. According to the China Internet Network Information Center (CNNIC) released of the "28th China Internet Development Statistics Report"in the July19,2011, Chinese netizens reached485million, representing an increase of27.7million people more than the end of2010by the end of June2011.Meanwhile the online shopping subscribers increased by7.6%. China’s online shopping market has become an emerging economic power that can not be ignored. Online shopping has many advantages, such as no time limit that you can purchase the necessary goods without leaving home and the price is often lower than traditional stores etc.These advantages have brought great opportunities to the network business imperceivably.Although this manner of shopping online shopping has its unique appeal, but inevitably, there are new problems which is different from the traditional shopping manners such as online payment security issues,lack of online shopping experience, take the risk of the information does not match with the web site, personal information may be leaked and so on. these issues also hinder the development of the network business.potentially. Therefore, how to improve the quality of service shopping site, increase consumer trust in the site, and ultimately improve consumer satisfaction with maintaining price advantage are the value of thinking of shopping sites important issue, which are the major issues in the thesis.For online shopping, buyers and sellers are not met, then the most fundamental basis of the quality of service is trust here.In this study, trust refers to the psychological test is based on the initial trust.That is to say, service quality through experience in various web properties, resulting in a willingness to take a risk of distrust.This study calls degree of trust.Scholars for customer satisfaction and customer trust relationship exists much controversy. Some literature suggests that customer satisfaction is the entry variables before customer trust.Because this thesis study the initial stage of customer trust which has not yet formed the degree of100%, so the customer trust as a entry variable before the degree of customer satisfaction.Based on the above background, this study consulted the relevant literature and established shopping site service quality, customer trust and customer satisfaction’s conceptual model.Then the thesis investigated service quality on customer trust and customer satisfaction and customer impact the impact of trust on customer satisfaction.Through extend of questionnaires to collect the data and with the help of SPSS and AMOS statistical tools for analysis and hypothesis testing draw conclusions of the examination.Then we put forward several measures with the final results. Ultimately we hope to help the shopping sites improve customer satisfaction,and enhance their competitiveness and economic efficiency.