Title: Measurement and evaluation of satisfaction process in Chinese online shopping context

Authors: Fang Gao, Xia Liu

Addresses: School of Communication, East China Normal University, Shanghai 200241, China. ' Shanghai Sixth People's Hospital, Shanghai Jiao Tong University, Shanghai 200233, China

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.

Keywords: e-commerce; B2C; online shopping; customer satisfaction; China; electronic commerce; business-to-customer; process modelling; structural equation modelling.

DOI: 10.1504/IJEB.2010.037132

International Journal of Electronic Business, 2010 Vol.8 No.6, pp.505 - 527

Published online: 25 Nov 2010 *

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