INFLUENCE FACTORS OF CUSTOMER SATISFACTION VIA ONLINE SHOPPING APPLICATIONS IN YUBEI DISTRICT, CHONGQING, CHINA

Abstract

The objectives of this study were 1) to study influence factors on the satisfaction level of customers via online shopping applications in Yubei district, Chongqing, China, 2) To study the influence of factors in the marketing mix on satisfaction in Yubei District, Chongqing, China. The study was quantitative research. The conceptual framework of this research was applied from DeLone & McLean’s study. This population of this study were 491,010 people living in Yubei District, Chongqing, China. The sample size of 400 customers' purchase intentions for Taobao Applicationin Yubei District, Chongqing was determined by Taro Yamane formula. The research instrument was 5 rating scale questionnaire. Statistics used for data analysis were percentage, frequency, mean, and standard deviation. The results of the study revealed that 1) the satisfaction of consumers purchased online products via online shopping applications and when considering each side as follows: brand royalty, repurchasing intention of consumers were the overall high level, and 2) marketing mix factor showed overall, products factor were at much level, while the factors of price, channels of distribution, and marketing promotion were at much level.