An empirical study of online shopping customer satisfaction in China: a holistic perspective

Purpose - The purpose of this study is to identify factors that may influence Chinese customers' online shopping satisfaction, including those which are ignored by prior studies, from the perspective of total online shopping experience.Design methodology approach - In this paper, the authors pr...

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Bibliographic Details
Published in:International journal of retail & distribution management 2008-10, Vol.36 (11), p.919-940
Main Authors: Liu, Xia, He, Mengqiao, Gao, Fang, Xie, Peihong
Format: Article
Language:English
Subjects:
China
Consumer behavior
Consumers
Culture
Customer satisfaction
Customer services
Customers
Electronic commerce
Hypotheses
Internet
Literature reviews
Purchasing
Retail stores
Shopping
Studies
User satisfaction
Web site design
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Summary:Purpose - The purpose of this study is to identify factors that may influence Chinese customers' online shopping satisfaction, including those which are ignored by prior studies, from the perspective of total online shopping experience.Design methodology approach - In this paper, the authors propose a model of the satisfaction process in the e-commerce environment, identifying key constructs proposed by prior studies and developing hypotheses about which dimensions of online retailer constructs are significant predictors of online shopper satisfaction. The authors test the hypotheses through multiple regression analysis based on a survey of 1,001 online customers.Findings - The analysis suggests that eight constructs - information quality, web site design, merchandise attributes, transaction capability, security privacy, payment, delivery, and customer service - are strongly predictive of online shopping customer satisfaction, while the effect of response time is not significant.Research limitations implications - This study does not control the differences across product categories; the use of self-reported scales to measure both independent and dependent variables may imply the possibility of a common method bias for the results.Originality value - This research contributes to the study of online shopping customer satisfaction by: developing a model of the satisfaction process in the e-commerce environment, and identifying factors that may influence Chinese customers' online shopping satisfaction including those which are ignored by prior studies.
ISSN:0959-0552
1758-6690
DOI:10.1108/09590550810911683