E-Consumer and the Drive Behind Customer Satisfaction: The Chinese Online

Research output: Contribution to journalArticlepeer-review


The purpose of this paper is to present and validate a model of factors influencing the customers' satisfaction on internet shopping in China. To attain these, a questionnaire was sent to 300 potential Chinese customers. The findings indicate that there are 15 items that influence consumer satisfaction which covered the six determinant factors isolated for testing. The top nine moderators of the factors were classified as the most important. These factors are likely to become important and of practical value to companies engaging in internet marketing in emerging markets. Managerial implications of these results were discussed.
Original languageEnglish
Pages (from-to)271-287
Number of pages16
JournalInternational Journal of Economics and Business Research
Issue number3/4
Publication statusPublished - 2010


  • China
  • consumers
  • online shopping
  • e-commerce
  • electronic commerce
  • electronic shopping
  • internet shopping
  • internet marketing
  • e-shopping
  • product information
  • website design
  • emerging markets
  • customer satisfaction
  • developing economies
  • emerging economies
  • business research


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