Research On Customer Satisfaction Of Mobile Shopping

With the rapid development of network information technology and the gradually popularization of mobile intelligent terminal, mobile shopping model gradually accepted by the majority of Internet users, mobile terminal has surpassed PC become the main channel network retail. As competitions in mobile shopping market present fierce in our country, how to keep and improve customer satisfaction is critical for e-commerce companies to get and maintain the advantages of competition.This paper mainly studied the mobile shopping customer satisfaction. Focus on the impact of mobile shopping service quality on customer satisfaction. First of all, on the basis of theoretical analysis and literature review, build a research model, put forward five dimensions of mobile shopping service quality(convenience, interface design, customer service, security and fulfillment) on customer satisfaction and the mediating role of utility value and hedonic value.Secondly, through the variable definitions, questionnaire design, research, determine the formal questions of 36 measurements item and officially collected 604 valid samples data. This paper empirical analysis these date using the SPSS21.0 and AMOS23.0, get the demographics and measurement item of descriptive statistics, test reliability and validity of the results, the correlation analysis results. On this basis, the results of hypothesis testing are proved. The results showed that convenience, interface design, customer service, security and fulfillment have significant positive effect on customer satisfaction; most of the mobile shopping service quality dimensions have significant effect on utility value and hedonic value;The utility value play a crucial role between mobile shopping service quality and customer satisfaction.Finally, according to this article research results, this paper put forward suggestion to promote the mobile shopping customer satisfaction. Such as improve the overall quality of service of mobile online shopping platform; enhance the customer’s mobile shopping experience, so that customers feel the value of mobile shopping; rational allocation of resources to maximize customer satisfaction.