What Are the Most Important Factors Influencing Customers Shopping Online

The most important factors influencing consumer satisfaction when buying online
With the development of science and technology, people’s lives have become easier and more convenient. And the growth of science and technology bring huge change to people’s lives. As one of the outcomes of modern life style, the internet has been playing an important role in people’s daily life. According to research by China Internet China Network Information Center, the number of internet users, which is 420 millions, had increased 36 million in 7 months in 2010. “The popularity rate of internet has climbed up to 31.8%, with an increase of 2.9% compared to the end of 2009.”(CNNIC, 2011). In the meantime, with the rapid growth of internet users, online shopping has appeared and gradually replaced traditional shopping in the stores. The huge change shows that it is important and necessary to pay more attention to consumer satisfaction when they are shopping online. “Because only customers are satisfied with the products and services , the business can maintain loyal consumers and attract more potential consumers.” (Guo, Ling & Liu, 2012).
Li and Zhang (2002) gave the definition of consumer satisfaction as a feeling which is a difference between customers’ perceptions of the online experience and their expectations. Consumer satisfaction is one of the most popular and common research in marketing and e-commerce studies. It can be considered as an individual experience when using a product or service. Different people focus on different aspects of products and services. And therefore there are many different factors influencing consumer satisfaction. Although there are a lot of factors influencing consumer e-satisfaction, the most important factors are product quality, website design, e-service quality, delivery service and internet security.
Firstly, product quality influences consumer e-satisfaction directly. Schaupp and Belanger (2005, P99), point out “Quality is an intrinsic...