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A Study of the Structure of Chinese Customer Satisfaction in a Web-Based Shopping Environment

Based on 500 data (252 in Study One, 248 in Study Two) collected from China, this study investigated the structure of customer satisfaction in Web-based shopping environment. The author designed a model which can describe this structure after two related studies (Exploratory Factor Analysis was used in Study 1 and Confirmatory Factor Analysis was used in Study 2). Results showed there were 6 factors (Web framework and information, Logistic system, Service, Ease of use, Currency, and Security) in the structure of Chinese customer satisfaction in Web-based shopping environment. Besides, Logistic system was found to be a special factor which is extremely important to Chinese online shoppers .The author hopes these findings will give some help to researchers who study behavior of online shoppers.