Model Construction And Empirical Research Of Online Shopping Customer Satisfaction Based On Technology Acceptance Model

With the expansion of online shopping transactions platform, online shopping market potential is gradually being exploited by website operator. The proportion of consumers’ online shopping turnover accounted for the total retail sales of consumer goods become more higher. Online shopping era is dominated by consumer, if E-commerce wants to achieve the goal of sustainable development, the critical factor is to improve customer satisfaction and attract a large number of users online shopping consumption deeply.Under the environment of online shopping, customers are not only buyers of goods and services, but users of information technology. Online shopping trading system have an effect on online purchasing behavior and attitude of consumers, therefore, we can take theoretical and empirical study on customer satisfaction. By interagting of technology acceptance model to construct customer satisfaction model of online shopping, the establishment of a new index system evaluating the customer satisfaction, has great theoretical significance and practical value.By analyzing the classical model of the customer satisfaction and technology acceptance model, and figuring out the features of two models,we developed a customer satisfaction index model. It includes five antecedent variables: customer expections, perceived risk, perceived quality, perceived usefulness, perceived ease of use and proposed corresponding hypotheses. Through questionnaire survey to collect empirical data and ANOVA to analyze the effect of external variables like gender and education, we verified the model using Goodness of Fit and Path Coefficient with SEM, testified the intermediary role of perceived value with multiple regression analysis. Based on the experimental results of research, perceived quality is the most direct factors that affect cu stomer satisfaction and indirectly affects customer satisfaction, perceived value and perceived usefulness via intermediary role of perceived value. Customer expectations have a significant negative effect on customer satisfaction, perceived ease of use and perceived risk have no significant effect on customer satisfaction. Those results have constructive function for electric business platform.