The Factors Influencing Chinese Online Shopper's Satisfaction Based on Virtual Community

Based on 327 data from three universities and five virtual communities in China, this study investigated factors affecting customer satisfaction of Chinese online shoppers based on virtual community. A SEM model was used. 8 hypotheses among the total 11 hypotheses in SEM model were confirmed in the final. Results show three main findings: (a) Chinese online shoppers are facing "information overload", and recommender system becomes an important factor influencing customer satisfaction of online shopping in China; (b) Logistic is a special factor influencing customer satisfaction in China; (c) a strong positive relationship exists between virtual community satisfaction and overall satisfaction.