The Factors of E-satisfaction: An Empirical Study in China

With the ever increasing number of Chinese netizens, the proportion of sales on net in the total amount of retailing is also constantly boosted. Based on the review of relevant literature, six factors may affect the e-satisfaction: perceived risk, shopping convenience, price advantage, product quality worry, shopping experience and delivery worry. According to the empirical study, we find that, except for the perceived risk and shopping experience, other four factors all have significant influence on e-satisfaction. Furthermore, the significance of their influences can be put in turns: shopping convenience, delivery worry (reversing influence), price advantage, quality worry (reversing influence). This paper will illustrate the survey in detail and give relevant analysis and discussion.