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【Abstract】For the purpose of strengthening the quality of online service ， the factors affecting customers online shopping satisfaction in B2C model are investigated. Considering of intermediate variables based on online shopping intention and quality of service for online shopping， this article carries out a questionnaire survey among 278 long-term online shopping clients. The Structural Equation Model is designed to analyze the? association? between the online shopping services influencing factors and purchase satisfaction in B2C models. This article has indicated that the website safety and the quality level of the product are two dimensions that positively influence the online shopping satisfaction. Due to the improvement of online shopping intention， the website design functions and the website expediency indirectly influence the online shopping satisfaction. Customized services and network interplay? indirectly? influence the online shopping satisfaction .

【Key words】online shopping; customer satisfaction

1. Introduction

In recent years， the scale of online shopping consumption in Chinas B2C model has increased rapidly， and the number of e-commerce websites is increasing.B2C， that is， enterprises provide a new shopping environment for consumers through the internet -- online stores， Consumers complete the online shopping and pay through the network， which saves the time and space of customers and enterprises， and greatly improves the transaction efficiency.In todays increasingly competitive market， if a company wants to continue its business， it must stand on the customers position， understand the subjective needs of customers， and improve service quality， implement all-round customer satisfaction management.Understanding consumers shopping perception and mastering the factors that influence consumer satisfaction is very important for enterprises to improve the quality of products and services，and thus the competitiveness of the market will be enhanced.

2. Customer satisfaction theory

Customer satisfaction， also called customer satisfaction index， is a short term for a customer satisfaction survey system in a service industry， it is a relative concept， which is the matching degree between customer expectation and customer experience.In other words， it is the index that the customers draw by comparing the perceived effect of a product with its expected value.The purpose of customer satisfaction research is to get consumers satisfaction， consumption defects， repurchase rate and recommendation rate on specific services through continuous quantitative research，find out the core issues of internal and external customers， and find out the most quickest and effective way to achieve maximum value.Customer satisfaction is mainly reflected in 5 aspects：

（1） Trustdegree： it is the ability of an enterprise to consistently fulfill the commitment they have made to the customer，when the enterprise really does this， it will have a good reputation and win the trust of the customer.

（2） Degree of specialization： it refers to the professional knowledge， skills and professional qualities of the service personnel of an enterprise，including the ability to provide quality service， the courtesy and respect for customers， and the effective communication skills with customers.

（3） Tangible degree： it refers to the tangible performance of the tangible service facilities， the environment， the instruments of the service staff， and the help and care for customers. Service itself is an intangible product， but clean service environment， special seats provided for children in restaurants， and service ladies， such as Mai Don Laurie， who lead children to sing and dance， all this can make the invisible product of service become visible.

（4） Empathy degree： it means that the service staff can think about the customers at any time， truly sympathize with the customers situation and understand the customers needs.

（5） The degree of reactivity：it refers to the desire of the service staff to respond promptly to the needs of the customer and to provide the service quickly.When a service has problems， immediate response and quick solution can have a positive impact on the quality of service.As a customer， what is needed is a positive and active service attitude.

Foreign scholars have done a lot of research on customer satisfaction， and the main definition of customer satisfaction is shown in Table 1.

Table 1 Definition of customer satisfaction

Author Definition of customer satisfaction

Howard&shety Customer satisfaction is the psychological state of a customers measure of whether it is fair and reasonable.

hunt Customer satisfaction is a process of evaluation of the experience. By evaluating a pleasant experience， a customer creates a sense of satisfaction.But this satisfaction does not equate to the experience of pleasure，it means that the customer thinks the experience is at least as good as expectedafter evaluation.It is also possible that a pleasant experience will make the customer dissatisfied， maybe it is pleasant， but it is less pleasant than expected.

Oliver Customer satisfaction can be expressed as a function， which is equal to the effect of the direct influence of expectation on satisfaction and the inconsistency between the perceived quality and the expectation on customer satisfaction.