International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Empirical Study of Influential Elements of University Students' E-satisfaction
Shan Fang

With the rapid development of Internet and e-commerce technology, online shopping has become one of the shopping channels often selected in people's lives. Moreover, satisfaction for online shoppers directly affect customer loyalty and log back in to the site and continue shopping and recommend others to buy consumer decision-making behavior. In this paper, the research results of domestic and foreign customer satisfaction, using the online questionnaire to collect data, extracted the 8 major influence factors of online shopping customer satisfaction, established the evaluation system of online shopping customer satisfaction and model based on the analysis result, which has significant positive influence that the core value of products, service quality, network shopping safety, quality of logistics distribution, online shopping core advantage, return policy on customer satisfaction; customer expectations has a negative significant effect on online customer satisfaction , and the website design characteristics and consumption emotions has no significant influence on customer satisfaction. Finally, some feasible suggestions will be put forward on the online business.

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