Study of Consumer Buying Behavior and Customer Satisfaction of E-commerce in China

Zhichen Xia

《Frontiers in Economics and Management》 2卷12期 (2021/12) Pp. 560-571

https://doi.org/10.6981/FEM.202112_2(12).0076

摘要

This study examined the consumer buying behavior and customer satisfaction in ecommerce in China. The objectives of this study are to identify the consumer buying behavior to e-commerce in China, to examine the customer satisfaction of e-commerce, and to explore the relationship between consumer buying behavior and customer satisfaction of e-commerce in China. The focus of this study is to explain the influence of consumer buying behavior of six major variables that were derived from literature. These variables are price, trust, convenience, internet experience, risk and privacy. This study used quantitative research method to conduct 400 respondents. Privacy and risk have been considered as the most significant factors affecting consumer buying behavior impact on customer satisfaction of e-commerce in China.

關鍵字

E-commerce ； Consumer Buying Behavior ； Customer Satisfaction ； Online Shopping ； China

參考文獻

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