An Empirical Study of Customer Behavior Online Shopping in China

  • Minxi Wang
  • Huimin Zhi
  • Xin Li
Conference paper
Part of the Lecture Notes in Electrical Engineering book series (LNEE, volume 241)


With the rapid development of e-commerce, the transaction size online increased rapidly, so the e-commerce service quality and customer satisfaction become more and more important. How to increase service quality and improve customer satisfaction is becoming the research focus. In the paper, we construct an online customer satisfaction model which includes technology acceptance model (TAM) and quality-value-satisfaction (QVS). And design a questionnaire including 27 questions. Then investigate and collect empirical data through internet. Use method Structural Equation Model (SEM) to process data and analyze the reliability and verify the hypothesis. The results of the study demonstrate that security, privacy and positive online shopping experience have important implications to customer behavior online shopping in China.


E-commerce Customer behavior Customer satisfaction Technology acceptance model (TAM) Quality-value-satisfaction (QVS) 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2014

Authors and Affiliations

  1. 1.College of Management ScienceChengdu University of TechnologyChengduPeople’s Republic of China
  2. 2.Business SchoolSichuan UniversityChengduPeople’s Republic of China

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