Abstract
With the rapid development of e-commerce, the transaction size online increased rapidly, so the e-commerce service quality and customer satisfaction become more and more important. How to increase service quality and improve customer satisfaction is becoming the research focus. In the paper, we construct an online customer satisfaction model which includes technology acceptance model (TAM) and quality-value-satisfaction (QVS). And design a questionnaire including 27 questions. Then investigate and collect empirical data through internet. Use method Structural Equation Model (SEM) to process data and analyze the reliability and verify the hypothesis. The results of the study demonstrate that security, privacy and positive online shopping experience have important implications to customer behavior online shopping in China.
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Wang, M., Zhi, H., Li, X. (2014). An Empirical Study of Customer Behavior Online Shopping in China. In: Xu, J., Fry, J., Lev, B., Hajiyev, A. (eds) Proceedings of the Seventh International Conference on Management Science and Engineering Management. Lecture Notes in Electrical Engineering, vol 241. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-40078-0_15
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DOI: https://doi.org/10.1007/978-3-642-40078-0_15
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