What Are the Most Important Factors That Influence Customer Satisfaction When Buying Online

What are the most important factors that influence customer satisfaction when buying online?

With the rapid development of contemporary social network technology, Internet has deeply changed people’s life in different aspects, such as education, communication, consumption, entertainment. Among these aspects, the pattern of consumption has significantly changed. A recent survey shows that today’s markets have more opportunities for Internet market (according to Nielsen 2010, as cited in Shiau & Luo, 2012). Shopping online became a widespread way in modern life. People just need to click their computers’ mouse instead of going out for shopping. The extensive merchandise and convenience are the most attractive advantages for customers. Considering the difference between reality shopping and online shopping, customers have different requirements for online-buying behaviors, like the consistency between displayed goods on website and real goods, the daintiness of websites displayed, the service that online shop provide. These different requirements indicate that determinants which influence online-shopping satisfaction are also distinct from purchasing in real stores. In spite of these differences, there also have some common factors that affect customer satisfaction between traditional consumption and Internet consumption. An obvious factor is how customers trust about the shops. Another factor is the discount of shop, the more money customers save, the more probability that they feel satisfaction. From customers own point, different background lead to different requirements towards online shopping. Customer satisfaction can be defined as how customers feel satisfied with the service and commodities (Byambaa & Chang, 2012) and it can affect repurchase intention.

So what are the most important factors that influence customer satisfaction when buying online? When customers start shopping behavior, their satisfaction can be affected in different processes of buying...