Research on Customer Satisfaction in B2C E-Commerce Market

摘要

B2C has become the trend in future Internet consumption and it is of the highest importance in terms of business operation strategy on how to increase consumer satisfaction. The paper, considered the operational flow of B2C trading, put forward the consumer satisfaction model. Consumer satisfaction is mostly decided by perception of quality from consumers, which will more or less be affected by the four factors of goods quality, website interface, distribution and after-sales service. Specific measuring index has been developed on which questionnaires had complied and distributed to obtain data influencing consumer satisfaction in B2C activities. The consumer satisfaction model was then verified in the way of conducting factor analysis in respect of such data by applying SPSS 17.0. B2C e-commerce enterprises may borrow the consumer satisfaction model and measuring indexes to evaluate the weak points of their owns for sake of adopting appropriate improving measures.