Customer’s Satisfaction via Online Shopping Environment: The Case of China

Document Type : Research Paper


1 Associate Professor, Universiti Kuala Lumpur (UniKL) Business School, Malaysia.

2 Senior Lecturer, Graduate School of Business, SEGi University, Malaysia.

3 Ph.D Candidate, Universiti Kuala Lumpur (UniKL) Business School, Malaysia.

4 Graduate School of Business, SEGi University, Malaysia.


The increase in Internet technology popularity due to the advancement of information technology is bound to rise at an unprecedented pace in China. The development of E-commerce has become an important part of people everyday lives in certain sectors of business activities such as online advertising, online shopping, online promotional advisory and service. This study examines critical factors in online shopping that affect customer satisfaction. The philosophy of positivism was used to evaluate the online shopping behaviour in a Chinese context. The philosophy defines a structural method that combines logical deduction with accurate and well-known observation of personal character and behaviour. The data on the level of customer satisfaction collected by E-mail and survey. The results of the validity and reliability test, Pearson's correlation and Multiple Linear Regression analyses suggested that online shopping websites’ privacy, delivery system and service quality would improve customer satisfaction in China. The Companies must carefully develop the E-commerce environment in terms of customer behaviour in China, emphasizing the factors that have a significant impact on their online customer satisfaction


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