The Influence of Consumer Subjective Perception on the Satisfaction of Online Shopping: Based on Empirical Reseach of Students at Zhejiang University of Technology

Abstract

In the development of the meshwork environment, the internet penetrates in people's life at all direction. As a new mode of business, online shopping is accepted by increasingly growing groups of people. However, comparing with traditional ways of business, this brand-new way and idea can't afford tangible product experience which result in the influence of consumers' subjective perception to the satisfaction of online shopping. Therefore, the study of consumers' subjective perception will greatly contribute to promote the satisfaction of customers. This research considers four variables including Risk-perception, Value-perception, Pleasure-perception, Social regulation and their influences on the intention of online shopping. It will be discussed in the thesis as well that how this kind of intention lead to satisfaction. This study not only sets a research model in theory, but also releases questionnaire to the students of Zhejiang University of Technology to analyze data. The result of the analysis proves the reliability and usability of the research model.