Research On The Relationship Between Online Shopping Experience And Customer Satisfaction Based On The College Students

With the rapid development of Internet technology, Internet has connected the customers and companies, which creates different business environment. With the age of Experience Economy coming, e-commerce faced new challenges. Internet business gain greater interest through experiential marketing, which has led to fierce competition. To have a competitive advantage is a common goal for every internet sellers. In this process, customer satisfaction is one of the most crucial standards which is used to judge a seller, no matter the enterprises are in real economy or electronic virtual market economy, the key to benefit is establishing a satisfying relationship with customers.Based on the age of experience economy, the thesis focuses on the factors that influence the customer satisfaction when college students shop online; this is based on flow experience theory and characteristics of college students. Then, after we get samples from300college students in Dalian by using questionnaire and sampling investigation, we mainly analyzed the samples with descriptive analysis, factorial analysis, correlation analyzing, and regression analysis. What is done above is to test the concept model we have built and prove the relationship between functional, emotional, process experience and the experience value and satisfaction of customers; college students’perception and self control in their own dimensionality and their challenge work as a balance on shopping online and customer experience value. At last, the thesis will show the explanations on the results.Finally, the research helps students have a better understanding of their shopping behavior by studying the relationship between shopping online and customer satisfaction, at the same time; it can also provide internet sellers some feasible, effective and reliable ways for increasing customer satisfaction.