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E-consumer and the drive behind customer satisfaction: the Chinese online

Omar, Maktoba


Maktoba Omar


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.


Omar, M. (2010). E-consumer and the drive behind customer satisfaction: the Chinese online. International Journal of Economics and Business Research, 2, 271-287.

Journal Article Type Article
Publication Date 2010
Deposit Date Mar 7, 2012
Publicly Available Date Mar 7, 2012
Print ISSN 1756-9850
Electronic ISSN 1756-9869
Publisher Inderscience
Peer Reviewed Peer Reviewed
Volume 2
Pages 271-287
Keywords China; Consumer satisfaction; Customer satisfaction; Online shopping; Online marketing
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