Measurement and evaluation of satisfaction process in Chinese online shopping context

摘要

The purpose of this study is to develop a satisfaction process model for measuring online shopping customer satisfaction in China from the perspective of total online shopping experience. The authors test the hypotheses through structural equation model analysis based on a survey of 488 online customers. The regression results suggest that the degree of satisfaction at each stage is subject to the shopping experience of that stage as well as the degree of satisfaction at previous stages, and they combine to lead to overall satisfaction.