Measurement and evaluation of satisfaction process in Chinese online shopping context Online publication date: Thu, 25-Nov-2010
by Fang Gao, Xia Liu
International Journal of Electronic Business (IJEB), Vol. 8, No. 6, 2010
Abstract: The purpose of this study is to develop a satisfaction process model for measuring online shopping customer satisfaction in China from the perspective of total online shopping experience. The authors test the hypotheses through structural equation model analysis based on a survey of 488 online customers. The regression results suggest that the degree of satisfaction at each stage is subject to the shopping experience of that stage as well as the degree of satisfaction at previous stages, and they combine to lead to overall satisfaction.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Business (IJEB):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com