Online Shopping Consumer Satisfaction Research Based On Technology Acceptance Model

Online shopping is a popular lifestyle. As the thirtieth internet CNNIC report, the number of online shopping users reached210million by the end of June2012, and increased by8.2%compared to the end of2011. The quantity of e-consumers grew gradually stabilized from2011, so the future development of the online shopping market scale will depend not only on the user-scale growth but also on the depth of online consumption. This paper argues that enhancing the e-consumer satisfaction is an important way to deepen the online consumption, and then we should make it clear that what factors will have a critical impact, so we focus on finding the factors affecting online shopping satisfaction and thus offer corresponding proposals.In this paper, a theoretical model of e-consumer satisfaction is built based on Technology Acceptance Model which is extended according to Chinese e-commerce situation. It contain perceived usefulness, perceived ease of use, perceived risk and perceived value affecting satisfaction, and emphasis on consumers’ individual characteristics which is considered moderator variable to adjust the relationship between value and satisfaction. Through extensive questionnaire survey on e-consumer around, we conducted an empirical research and drew the conclusions:perceived usefulness have a significant positive impact on the perceived value and customer satisfaction; perceived value affect customer satisfaction significantly; customer expectations and individual specific innovative have an active role in the regulation of the relationship between perceived value and customer satisfaction; perceived ease of use and perceived risk have no significant action on perceived value; the direct impact of perceived ease of use and perceived risk on customer satisfaction is not significant too.At the end of this paper, explanation is given to the above conclusion, and the corresponding suggestions are made to the online shopping status quo. The study of this paper can provide some reference value for e-commerce operators and academics study, which has some practical significance and theoretical value.