The Analysis of the Factors Affecting the Customer Satisfaction of Mobile Shopping: A Case Study of Amazon

With the rapid development of network information technology and the gradual popularization of mobile intelligent terminals, the shopping form of mobile e-commerce shows a rapid growth. Unlike the PC, mobile shopping brings people a great convenience of shopping, mobile shopping gradually replaced the computer as the main channel of online e-commerce sales, so mobile shopping has become the focus of the strategic development of E-commerce platform, but at the same time, it has brought new challenges to the mobile electric business enterprises. The mobile network shopping market competition is also intensifying, the electric business enterprise can obtain the customer’s favor in the multitudinous competitor, maintains and promotes the customer satisfaction degree becomes the electric business enterprise success or failure key.

Amazon is the largest independent e-commerce site in the world, and is one of the early leave of mobile clients. This article takes the Amazon shopping platform as an example, takes the traditional customer satisfaction as the theoretical Foundation, analyzes and compares the difference between the mobile shopping and the traditional network shopping, carries on the thorough study and the understanding to the mobile shopping service quality theory, then starts to the research to the factor which affects the mobile shopping customer satisfaction degree.

In the course of the study, based on the analysis of the factors influencing the satisfaction of mobile shopping, this paper sets up a system of Satisfaction index, establishes the influence factor model of the customer satisfaction degree of Amazon Mobile shopping, and then enters the formal questionnaire research after the prophase work, such as the scale design, the preliminary investigation and the scale revision. In the data analysis and testing phase, this paper uses statistical analysis tools SPSS19.0 and MPLUS7.4, the data were analyzed, the factor analysis, reliability validity test, demography and analysis, regression analysis, structural equation verification. Finally, the main factors affecting the customer satisfaction of mobile shopping are determined, and the influence degree of each factor is obtained. Finally, according to the results of this paper, the author puts forward some suggestions to improve the customer satisfaction of mobile network: To improve the overall service quality of mobile network shopping platform, to enhance the customer’s mobile network shopping experience, so that customers feel the value of mobile shopping, thus maximizing customer satisfaction.

Keywords: mobile network shopping, E-commerce, customer satisfaction.