E-Commerce: Factors Influencing Online E-Shopper Satisfaction in China

This project provides an empirical study of the factors influencing online e-shopper satisfaction in China's first-tier cities. It begins with an introduction outlining the background, problem statement, research aim, objectives, questions, and hypotheses. The literature review explores e-commerce shopping, factors affecting online shopping, customer satisfaction, and a conceptual framework. The research methodology details the research outline, philosophy, approach, design, strategy, sampling procedures, data collection, and analysis methods, alongside ethical considerations. Findings are presented through descriptive and inferential statistics, including correlation, regression, and factor analyses, testing the research hypotheses. The analysis and results section discusses the findings and their implications. The conclusion links back to the objectives, acknowledges limitations, suggests future scope, and provides recommendations for firms in China to improve e-commerce customer satisfaction.

Running head: E-COMMERCE SHOPPING
The Topic: The empirical study of factors that influence online E-shoppers satisfaction in the first
tier cities of China
Name of the Student
Name of the University
Author Note

1E-COMMERCE SHOPPING
Executive Summary
The e-commerce shopping has become considerably popular and hence, this reading aims to capture the
essence of e-commerce shopping in China. It intended to determine how the e-commerce shopping has
the tendency to influence the different customers and provide adequate satisfaction to them. The study
followed a comprehensive format whereby the Introduction provided an overall background of the study
which was tailed by the Review of Literature. The review presented a thorough outline of the manner in
which the theoretical frameworks determine the factors impacting the overall customer convenience and
satisfaction. The research methodology presented an analysis of the way in which the research procedures
have been outlined in order to find the outcome of the study. The findings and the analysis of the study
were conducted and have been presented in the form of graphs and other such pictorial presentations. The
analysis of this findings was presented and this was followed by the last chapter which summarized the
study, linked it to the objectives and the provided a brief recommendations which could be followed by
the firms in China.

2E-COMMERCE SHOPPING
Table of Contents
Chapter 1: Introduction................................................................................................................................5
1.1 Overview...........................................................................................................................................5
1.2 Problem statement.............................................................................................................................6
1.3 Research aim.....................................................................................................................................7
1.4 Research Objectives...........................................................................................................................7
1.5 Research Questions............................................................................................................................8
1.6 Research Hypothesis..........................................................................................................................8
1.7 Research Rationale............................................................................................................................9
1.8 Structure of the Paper........................................................................................................................9
Chapter 2: Literature Review.....................................................................................................................10
2.1 Overview.........................................................................................................................................10
2.2 E-commerce shopping.....................................................................................................................10
2.3 Factors affecting online shopping of customers...............................................................................11
2.4 Customer satisfaction.......................................................................................................................14
2.5 Factors influencing Customer satisfaction.......................................................................................15
2.6 Conceptual Framework....................................................................................................................19
2.7 Literature Gap..................................................................................................................................19
2.8 Summary.........................................................................................................................................20
Chapter 3: Research Methodology.............................................................................................................21
3.1 Overview.........................................................................................................................................21
3.2 Research outline..............................................................................................................................21
3.3 Research philosophy........................................................................................................................21
Explanation of the research philosophy.................................................................................................22
3.4 Research approach...........................................................................................................................22
Explanation for the research approach...................................................................................................22

3E-COMMERCE SHOPPING
3.5 Research design...............................................................................................................................22
Explanation for the research design.......................................................................................................23
3.6 Research strategy.................................................................................................................................23
Explanation for the research strategy embraced.....................................................................................23
3.7 Sampling procedures.......................................................................................................................23
Explanation for the sampling procedure................................................................................................24
3.8 Data collection method....................................................................................................................25
Explanation for the data collection method............................................................................................25
3.9 Data analysis Method......................................................................................................................25
Explanation for the data analysis method..............................................................................................26
3.10 Ethical considerations........................................................................................................................26
3.11 Accessibility issues........................................................................................................................26
3.12 Summary.......................................................................................................................................27
Chapter 4: Findings...................................................................................................................................28
4.1 Overview.........................................................................................................................................28
4.2 Descriptive Statistics.......................................................................................................................28
4.3 Inferential Statistics.........................................................................................................................34
Correlation Analysis..............................................................................................................................34
Regression Analysis..............................................................................................................................42
Factor Analysis......................................................................................................................................46
4.4 Hypothesis.......................................................................................................................................49
Chapter 5: Analysis and Results................................................................................................................50
5.1 Overview.........................................................................................................................................50
5.2 Analysis of Findings........................................................................................................................50
5.3 Discussion.......................................................................................................................................51
5.4 Summary.........................................................................................................................................53
Chapter 6: Conclusion...............................................................................................................................54

4E-COMMERCE SHOPPING
6.1 Overview.........................................................................................................................................54
6.2 Linking to Objectives......................................................................................................................55
6.3 Limitations of the study...................................................................................................................55
6.4 Future scope.....................................................................................................................................56
6.5 Recommendations...........................................................................................................................56
References.................................................................................................................................................57
Appendix...................................................................................................................................................61
Questionnaire.........................................................................................................................................61

5E-COMMERCE SHOPPING
Chapter 1: Introduction
1.1 Overview
The Chinese consumer trend index has stabilized considerable in the year 2018. In relation to this,
during the third quarter of the same year, the consumer trend index was 113 points which was similar to
that of last year however, more than the global average of the 105. As the overall economic structure of
the country has been maximizing considerably, the economic growth is continuing to grow and this
makes it important that the economic operations can be essentially maintained at a reasonable range. The
National Bureau of Statistics stated that, the consumer contribution rate of interest has also been
increasing considerable and was at 78% in the year 2018 which was a 13.8% increase as compared to the
previous year. Hence, from this, it can be essentially recognized that the consumption oriented role of the
consumer has become protuberant and such a trend which is indicating rapid growth, consumption and as
well as purchases indicates that the consumption structure is upgrading.
The role of consumption is becoming increasingly crucial with the development stage of China
increasing at a considerable rate. The FMCG market has maintained its strong position and is strong in
2018 with progress rate of 14% which is a 5% growth since in 2017. According to Ren et al. (2016), in
this scenario, the Product innovation, physical store growth and the consumption upgrades can be
recognized to be the main drivers of the FMCG products. In regard to this, the contribution of the new
artefact sales to the offline profligate moving goods evolution can be recognized to be as high as 41% and
hence, with considerable advancements of the supply side organizational reform and the application of the
invention driven strategies, stamina and vitality of the consumer innovation shall continue to release
considerably.
Ramanathan, Subramanian and Parrott (2017), states that the Consumption upgrade can be reflected
to be an indication of the people`s quest for a better life and the consumer upgradation stands as the core
growth driver at 84% of the FMCG product. In the same time frame, the growth of the physical stores for
the overall brand has reached 10% and on the other side the e-commerce book which indicates the growth
of the online sales indicates a growth of 32%. However, as the business environment has advanced
considerably, the four driving factors have become considerably complicated in nature and in line of this,
although the products remain a considerably focused growth driver, the new category products
approximating to 50% of the new products have experienced decreased sales and this is inclusive of the
70% of the fast moving goods as well. Although the development and growth of the physical stores has
remained considerably stable and that 43% of the stores were replaced as well as iterated, it is crucial to
note that, the rapid development of the ecommerce has attracted more types of ecommerce businesses to

6E-COMMERCE SHOPPING
compete accordingly and this has also lead to the involvement of the nonintegrated e-commerce users.
The e-commerce field has practiced a considerable growth rate of 194% whereas the monthly users has
increased by 22% only (Amin 2016). However, in a complex environment which is diverse in nature, it
becomes critically crucial for the business to comprehend the various trends relating to the complex and
diverse consumer environment and the trends of the people, good and fields through the medium of data
analysis is required to be recognized so as to predict the upcoming trends in the year 2019 and in line of
this driving the business and related marketing innovation.
Therefore, by gaining these insights, the brands will be able to perform in a better manner. Therefore,
this research can be recognized to be focused at the manner in which the E-commerce customer
satisfaction can take place adequately in the first tier cities in China and how the different organizations
will be able to focus on providing brand value to the different customers as present.
1.2 Problem statement
The modernization of life has made the individuals very busy and it is in regard to this that, the
medium of Internet shopping has become considerably popular and can be easily browsed and accessed
also. The most convenient aspect of the Internet shopping can be considered to be the fact that, Internet
shopping allows the different users to shop from the convenience of their homes or offices or for that
matter from any point where the network connectivity is available for the user. Not only do these online
websites allow the users with a greater variety, but also allow the different users with considerable
discounts. Therefore, due to these various advantages being offered by the particular online domain, many
students, house wife’s, office workers and other personnel like to shop online.
In contrary to this, there are considerable risks involved in the particular field of shopping which
generally tends to come in the form of the payment to be made, the quality of the items to be provided,
the delivery and other such contrary risks as present in the field. Various online sellers often tend to claim
that there exists a considerable gap between the products which are exhibited on the internet and the
beings as received by the various customers (Izogo and Ogba 2015). The origin, date of manufacturing
and other related information also tends to differ. Very often after the payment has been made, the seller
does not receive the product and has nowhere to go and therefore in such a case, there can be recognized
to be various fraudulent cases which have taken place in the particular domain. Hence, the different
online shoppers will be required to certify that they are conscious of the perils of online shopping before
they proceed with it. The e-shoppers will be required to select an excellent shopping platform and
comprehend all the existing policies which exist in such a domain. In addition to this, the evaluation of
the buyer needs to be done and in addition to this, the satisfaction level of the seller also needs to be
recognized considerably. Moreover, it is the duty of the buyer that before purchasing the product they are

7E-COMMERCE SHOPPING
being able to observe the internet and take decisions accordingly. This saves the buyer from any kind of a
disappointment which might take place and hence, the customer as well as the seller would not be
required to go under any harassment or state that they are being subjected to a kind of inconvenience as
present.
According to Pizam, Shapoval and Ellis (2016), a study by the University of Bamberg reflects that in
the fashion sector more than half of the products which are purchased online are generally returned.
Moreover, this trend has been able to gain considerable popularity back in China and therefore, the
problem which needs to be analyzed as well as identified in the particular domain can be recognized to be
related to the problem of the customer satisfaction of the E-shoppers in the first tier cities of China. These
cities are the Beijing, Shanghai, Guangzhou, Tianjin and the Chongqing. There are various aspects of the
online shopping which may either satisfy the customers or cause them considerable dissatisfaction and it
is in regard to this that, comprehending the factors which contribute to the satisfaction of the different
customers in China is an aspect which becomes judgmentally vital to comprehend. Moreover, once the
comprehending of these factors can be undertaken, certain commendations to progress the complete setup
can also be provided essentially.
1.3 Research aim
From the point of view of a investigator, it becomes essentially crucial for all the businesses as
present to comprehend which factors tend to influence the E-shoppers as present in the first tier cities of
China like the Beijing, Shanghai, Guangzhou, Tianjin and the Chongqing and in regard to this, it also
becomes very vital for the companies to certify that, they are competent to find out the problem which
exists, and are able to provide a solution that will help the E-commerce business to perform well. The
identification of the dependent and the independent variable in such a scenario can be considered crucial
to comprehend because it tends to serve as an essential source factor to condition the market in a well-
defined manner. In addition to this, it shall allow the e-shoppers to comprehend and receive better service
from the side of the different sellers as present.
1.4 Research Objectives
The research objectives for the paper intends to fulfill and attain can be recognized to be as follows:
I. The objective is to analyze the substantial affiliation of Price factor & convenience and E-
shoppers’ satisfaction in the first tier cities of China.
II. The objective is to analyze the substantial affiliation of website design, features & perceived risk
and E-shoppers’ satisfaction in the first tier cities of China.

8E-COMMERCE SHOPPING
1.5 Research Questions
Saunders and Townsend (2016), state that a research question needs to be such which will intend to
provide a clear explanation in regard to the information which the investigator is required to attain and
therefore, in regard to this, the Research questions need to be prepared and defined in a manner such that,
they are able to guide the Literature review considerably and additionally, they are also able to determine
the research design to be used and also act as a determinant of the method in which the data for the
research is composed and how the analysis of the same will take place. Hence, the investigator in the
particular research has aimed at identifying appropriate research questions for the domain as follows:
i) How does price factors and convenience influence E-shoppers satisfaction in the first tier
cities of China?
ii) How does website design, features & perceived risks influence E-shoppers satisfaction in the
first tier cities of China?
1.6 Research Hypothesis
The research hypothesis helps in determining whether the assumption is true which has been obtained
in regard to the research. In line of this, it is important to set a hypothesis in a research as it helps to
collect the data, undertake the analysis of the same and to achieve the overall objectives of the study. The
procedure of hypothesis collection and identification can be stated to be as follows:
1. Setting the null and the alternate hypothesis
2. This is followed by the collection of the data
3. Judging whether to accept the null hypothesis or to reject it with the help of the Critical value and
the P-value.
Note: H0 - null hypothesis H1 - alternative hypothesis
The hypothesis which has been prepared for the research can be recognized to be as follows:
Hypothesis 1
H0: There is no substantial affiliation between price factor & convenience and E-shoppers satisfaction in
the first tier cities China
H1: There is substantial affiliation between price factor & convenience and E-shoppers satisfaction in the
first tier cities of China
Hypothesis 2

9E-COMMERCE SHOPPING
H0: There is no noteworthy affiliation between website design, features and perceived risk E-shoppers
satisfaction in the first tier cities of China
H1: There is noteworthy affiliation between website design, features and perceived risk E-shoppers
satisfaction in the first tier cities of China
1.7 Research Rationale
The E-commerce industry is a considerably growing industry and it is in regard to this, that it
becomes essentially crucial for the marketers to have a clear idea about the essentials of the e-commerce
domain which attracts the different customers towards it. The e-commerce trend can be recognized to be a
growing trend in China and it is in regard to this that, the given research will help in comprehending the
manner in which the different customers as involved in the given domain can be attracted accordingly and
will also contribute to improving the overall economy of the country as a whole. However, taking the
whole Chinese country as a whole will be very inconvenient and time consuming in nature and in regard
to this just the first tier cities like the Beijing, Shanghai, Guangzhou, Tianjin and the Chongqing have
been chosen for the focus of analysis.
1.8 Structure of the Paper
The structure which will be monitored for the paper can be recognized to be as follows:
Chapter 1: The 1st chapter is the Introduction chapter which throws light on the background of the study
and set out the Research objectives, Questions and related scope.
Chapter 2: The second chapter is the Review of Literature chapter whereby theories related to factors
affecting customer satisfaction among e-shoppers are discussed.
Chapter 3: This chapter will be the Research Methodology chapter whereby the research procedures to be
used in the paper will be outlined.
Chapter 4: The fourth chapter is the Findings chapter, whereby all the outcomes of the analysis are
discussed.
Chapter 5: The given chapter is the Analysis chapter whereby the findings and outcomes will be
discussed adequately.
Chapter 6: The chapter on Conclusions and recommendations shall discuss the overall summary of the
study.

10E-COMMERCE SHOPPING
Chapter 2: Literature Review
2.1 Overview
The e-commerce industry can be recognized to be blooming in China and this can be considered
to be because of a variety of reasons. These reasons might be the convenience provided to the different
customers, the ease of shopping, and the price discounts or may be the large variety which is provided to
the different customers (Lim et al. 2016). Hence, to comprehend the factors influencing the consumer
satisfaction in online shoppers in China, it becomes particularly crucial for the firms to certify that they
are able to comprehend what factors have an influence on the online shopping of the different customers
as present in the country and in line with this, it also becomes critical for the firms to comprehend the
manner in which they will be able to appeal to the different customers as present. Therefore, the primary
focus of this review of Literature will essentially lie on the concept of Customer Satisfaction and the
Factors influencing online shopping in the different customers as present in China (Pappas et al. 2016). In
addition to this, a conceptual framework will also be presented at the end of the chapter which will help in
comprehending the underlying affiliation between the different purchasing decisions of the customers and
the satisfaction of the customers as present.
2.2 E-commerce shopping
The China can be recognized to be one of the world`s main E-commerce market by the business
value and by the end of 2015 it took over the European Union and the United States in terms of actual
online revenues and services which take place. In addition to this, the overall E-commerce infrastructure
has improved noticeably in the recent years and the sales potential has also appeared to be limitless
(Hong, Tam and Yim 2016). According to Goldman Sachs, 75% of the China`s 467 million online
shoppers can be recognized to be the Urban Millennials in most of the top tiered cities as present. By
2020, it has been predicted that this number will be expected to increase by 200 million new shoppers, 71
% of whom will come from the lower tiered cities and hence, in lieu of this, the number will reach to
more than 670 million shoppers. The sales of these countries will then increase to USD 1.7 trillion.
Additionally, according to Lim et al. (2016), the different shoppers as present in China, spend around
US$ 1300 every year and as the income level has been increasing, this amount has been recognized to
grow substantially and the categories of the consumer goods which have been purchased will also
increase accordingly. Therefore, in the following section, the different factors which impact the online
shopping as embraced by the different customers will be recognized and in a manner similar to this, each
of these factors will be critically discussed and assessed to comprehend the manner in which they have an
impact of the online clothes shopping of the customers in China (Pappas et al. 2016).

11E-COMMERCE SHOPPING
2.3 Factors affecting online shopping of customers
The different online shopping behavior which is generally reflected by the different customers
can be recognized to be predisposed by a large number of factors. It is these factors that often assist the
customers in making the purchasing decision and guide their overall online behavior. Hence, it is in this
section of the paper that, the given study will analyze the factors which have an influence on the
customers and thereby outline the manner in which the Consumer satisfaction can be connected to it.
Price
The population of China can be recognized to be polarized in nature and additionally it tends to
lack the satisfactory middle class to form a large base of the non-price customers as present and the
people who can be termed as the high end incomed group are not keen on the subject of online
consumption or shopping. As a result of this, the number of low or middle incomed people can be
recognized to be the primary target of the online shopping which takes place. According to Hong, Tam
and Yim (2016)., the per capita net income of the rural residents could be recognized to be 6977 yuan and
the median net income per capita of the rural residents can be recognized to be 6194 yuan. Hence, in
regard to this, it can be recognized that the median net income per capital of the different rural residents is
6194 yuan. In addition to this, the per capita disposable income of the urban residents on the other hand
can be stated to be 21810 yuan and on the other hand, the median per capita disposable income of the
urban residents is 19118 yuan. Therefore, in reverence to this, it can be recognized that as the unit price of
Jungdong has declined in the recent years, the different users and the customers do not have the
motivation to spend money and promote the spending just through the mere breakup of the price of the
product (SivaKumar and Gunasekaran 2017). Hence, in order to please the different customers, various
other initiatives is required to be embraced by the different organizations so as to it that the firm will be
able to certify long term success.
The price can although be recognized to be one of the most critical aspects in regard to which the
different consumers as present take the decision of a product. The firms are always trying to find the most
attractive way of meeting all the requirements at the best possible price but very often as discussed
earlier, the price of the product tends to fluctuate and in regard to this, the customer looks out for the
other aspects as well before taking the decision to purchase the good online (Wu and Ke 2015). In relation
to this, the key to success in the case is the image which the user has regarding the prices as well as the
pricing used by the competitor. The particular environment has various factors which directly tend to
have an influence on the user and related perception. In addition to this, the related aspects which tend to
have an influence on the consumer can be stated to be the discounts, promotions, value for money and the
transparency of the entire e-commerce system. Lim et al (2016), states that the Discounts as well as the

12E-COMMERCE SHOPPING
promotion are one of the keys to success whereby the firm will be required to decide the position in
regard to which the brand is willing to attain success. In line of this, a timely offer from the online store
can be much more attractive than lowered pricing as offered by the website to the different customers.
Moreover, instead of the lowest price offering which can be made to the customer, another concept which
is becoming very vital can be recognized to be the best quality price (Wang, Li and Chau 2016).
In regard to this, it can be recognized that, the two different options need not be in odds with one
another and in regard to this, an exceptionally low price of the product can generate the mistrust and
therefore, instead of offering higher discounts, it is crucial that, the different websites offer the different
customers with a reasonable pricing for the value. In relation to this, it has to be recognized that, a
customer aims to seek maximum savings but in return of this, does not aim to leave aside the confidence
factor or the related purchase and the quality of the product which is left behind (Mallapragada,
Chandukala and Liu 2016). Moreover, the different customers often want to verify the value for money
which has been used in regard to the previous experiences as this helps in comprehending how the future
purchases can be made accordingly. Lastly, another crucial component which comes in the form of the
online shopping can be suggested to be the honesty of the ecommerce in terms of its prices as it can be
used as a determining factor in the perception of the user (Pappas et al. 2016). The e-commerce websites
are hence, required to maintain a consistent pricing system throughout the time as it will help the firm to
help in building the trust of the customers and in addition to this, also assist in ensuing that the overall
goals of the firm can be achieved efficaciously Hence, in lieu of this, it can be mentioned that the price of
the product is indeed one of the most crucial factors affecting the overall operations of the business.
Convenience
As the smartphones can be recognized to have become considerably popular, the mobile intent
has thus become a very relevant part of the general user’s life. In line of this, the number of Chinese
customers using the internet have reached out to 751 million and have been growing considerably at a
consistent rate of 2.7% (John 2018). Hence, in relation to this, it can be recognized that the usage of the
e-commerce has been increased and is greatly dependent upon the increase in the usage of the phone and
the convenience that this provides to the different customers as present in the market. The e-commerce
websites can be recognized to be accessible from any part of the globe and just a few clicks away. In line
of this, it needs to be recognized that, because of the different innovations which take place like fast food,
home shopping networks and related advent of the remote control, the different customers are not
attracted towards making purchases which are just a click away and lie in the path of least resistance.

13E-COMMERCE SHOPPING
Earlier, there used to be a considerable limit on the number of sales as present and in line with
this, the customers used to wait long hours in the line, however, currently the customer can sit at the
comfort of the temperature controlled home and accordingly ensure that, they are being able to shop along
with the family as present and buy most of their needs on the internet. Hence, it is this aspect related to
the convenience of the different customers, which attracts the different audience as present ( Wang, Li and
Chau 2016). Hence, this can be recognized to be one of the most primary reasons why the firm would be
required to undertake considerable steps to certify that, in order to attract the right target audience can be
attracted accordingly.
Website design and features
The website of the e-commerce portal and the related design can also be recognized to be
considerable factor which is bound to have an influence on the overall success of the firm in the long run
and has the potential and the power to attract the diverse clients as present to the online website
(Demarque et al. 2015). The reason why the website has a essential role to play is because of the fact that,
the company would communicate over the website and the effectiveness of the website which is the ease
of downloading, design of the website, easy checkout and related aspects form a crucial part of the
popularity of the website (Wu and Ke 2015). Moreover, other related factors like the effectiveness of the
link, the security which the website has to offer and the protection of the personal information also tends
to have a great impression on the overall actions of the consumer purchase from the website. Therefore,
the organization needs to certify that, they are being able to design the website in a manner such that,
maximum audience is attracted (Hasan 2016).
Moreover, the website needs to be such that the different customers are being able to navigate
through the website easily and in addition to this, they are also being able to add items to the Shopping
cart and Login easily (Mallapragada, Chandukala and Liu 2016). This builds on the customer confidence
and the efficiency of the operations of the different customers. Moreover, another must ensure aspect of
the website is that the website must make use of High Quality images while displaying the different
products as this goes a great extnt in assisting the different customers to certify that they can get a detailed
view of the product which they will be purchasing. Moreover, the protection of the personal information
and the security of the website can also be recognized to be a fact which needs to considered in mind by
the different consumers before taking the decision regarding the purchase of the product.
According to Hong, Tam and Yim (2016), all these aspects are primarily related to the purchase
of the product or the aspects which are related to the purchase, however, the payment as well as the
shipping aspect also forms a considerably significant part of the association and in relation to this, the

14E-COMMERCE SHOPPING
website must provide secured payment facility with the help of which the firm will be able to fascinate
the different customers in a better manner. Moreover, the different customers would find it considerably
easy if the website is linked to the social media integration as it will ensure elongated term success for the
firm.
Perceived risk
According to Demarque et al. (2015), the Perceived risk can be recognized to be the risk in the
interpretation of the consumer behavior which primarily lies in relation to the consumer behavior which
can be taken to be a risk taking behavior because, the different customers as present will not be aware of
the outcome of the overall decision which has to be made while making a purchase decision. There are
various kinds of risks which are associated with the same, because, the different consumers may not find
it essentially convenient to get involved in the procedure of the online sales and related marketing
activities (Jiang and Jones 2016). The first kind of risk as present in the ground of online shopping can be
recognized to be related to the risk of financial payments and valued pricing offers. Financial risk is
generally perceived by the fact that a certain amount of money will be lost while purchasing the particular
product and although there are a certain group of customers who are comfortable in carryout the online
transactions but on the other hand, there are a group of individuals who feel that their money will be lost
while the transaction is being carried out efficaciously. Moreover, another kind of risks which lies in the
way of the different customers can be recognized to be the Product risk.
The Product Risk can be stated to be the jeopardies associated with the expectations of the
different customers regarding the purchase of the product. In link with this, it becomes essential to
comprehend that, the firm should be able to maintain the quality of the product in the right manner so as
to provide the best offering to the consumer (Jiang and Jones 2016). The return policy risk and the non-
delivery risk can be recognized to be the related risk lying in this domain in regard to which, the firm
would be required to deal with. According to Mallapragada, Chandukala and Liu (2016), many online
websites are often not willing to take return of the product which is the reason why many websites are not
willing to make the purchase of the product. Additionally, various websites often indulge in the fraudulent
activities in regard to which the customer does not receive the product and they are instead charged for it.
Hence, the perceived risk associated with shopping online can be essentially recognized to be a crucial
aspect which has a strong inspiration on the purchase decision of the different customers.
2.4 Customer satisfaction
The Customer Satisfaction can be recognized to be the widely used method to measure the
customer perception which exists in the domain of the business operations. In addition to this, the

15E-COMMERCE SHOPPING
measurement of the customer satisfaction tends to provide the different customers with an overall idea
about the manner in which the specific needs of the customer needs to be met with and additionally, how
the specific problems of the different customers be solved accordingly (Hwang and Suh 2018). The
reason why the overall concept of customer satisfaction be taken to be essentially crucial is because, it
determines the customer loyalty. According to Hill and Brierley (2017), it is known that more than half
of the customers are lost by the company in every five years and then the firm is required to attain newer
customers. Hence, in regard to this, all the efforts have to be essentially embraced by the organization
which lead to high costs of customer accusation and additionally also lead to wasted effort all over again.
Hence, in regard to this, the customer satisfaction can be recognized to be a useful tool which tends to
limit the overall operations of the firm and allows the firm to eliminate the pain points which are being
faced by the customer and increase the customer loyalty as present.
All the enterprises which will learn to provide the service to the customers effectively, while
ensuring good quality will be able to engage in reduction of the different costs as well. Hence, in relation
to this, there are various aspects which have an inspiration on the fulfillment level of the different
customers so that the interest of the enterprises can be managed accordingly. Customer feedback forms an
essential part of the association and in regard to this, all the firms who will succeed the customer feedback
in the right manner will be able to certify that they can learn from their mistakes and will be able to
maintain the overall satisfaction level of the different customers as present (Hussain, Al Nasser and
Hussain 2015). The customer satisfaction as a term in the domain of marketing can be recognized to be
essentially crucial which helps in measuring how the products and the services as supplied by a company
will be able to meet or indeed surpass the customer expectations present. The customer satisfaction rate is
related to the overall concept of the Customer satisfaction and holds the capability to assists a business in
guaranteeing that they are being able to engage in long term sustainable operations and track the activities
of the different customers easily (Hwang and Suh 2018). The customer satisfaction also acts as a leading
indicator involved in the consumer purchase and the loyalty which can assist in making market
perceptions and defining the indicators useful in the domain of business as well.
Pleasing the different customers is not difficult and can be rather recognized to be an easy
concept which can be made use of by the businesses in order to certify long term success. In regard to
this, the following section will conduct a discussion on the various factors which have an influence on the
customer satisfaction of any guest and the manner in which an online e-commerce company can
undertake steps which will help them in catering to the needs of the customers as present (Hussain, Al
Nasser and Hussain 2015).

16E-COMMERCE SHOPPING
2.5 Factors influencing Customer satisfaction
Accessibility
The accessibility can be recognized to be one of the most critical aspects of the customer
satisfaction. The e-commerce customers would be needing to access and find the right kind of products as
well as services based on their needs and this shall influence them to purchase more often. Hence, all the
customers as present would be required to function without any friction and without any barriers (Hill and
Brierley 2017). Once, the different customers would be essentially able to find the different products and
services which they tend to offer to the client on their preferred channel then with reverence to this, the
company will be able to reach out to the different customers as present and will have the correct
assistance to make the purchase decisions specifically. In relation to this, the website must be easily
accessible through all the domains as present. In line of this, it becomes critical to comprehend that, as the
different customers tend to use the personal computer as well as the mobile websites to access the sites,
the e-commerce portal is required to be accessible from both the portals as this will make it conveniently
easier for the customer to use the application or the online websites on their own comfort and related
convenience (Kaura, Durga Prasad and Sharma 2015).
This allows them to access the websites on their own convenience and additionally be able to
find long term success as well. Moreover, very often the different customers are not willing to make use
of the websites and prefer to use the applications and in relation to this, if the firm is able to be present on
the mobile domain as well, then in relation to this they will be able to find triumph.
Page Load speed
The Page Load speed also has a key role to play in deciding whether the different customers will
be successful in the long run or not. The faster a website is able to load, the happier the different
customers are with the website and hence, their customer satisfaction pertaining to the website also tends
to increase considerably. According to Agnihotri et al. (2016), when the different pages do not load at a
lightning fast speed, then in regard to this, the different guests are bound to shift to a better online store
which will be the one having the capability to fulfill the customer needs. Hill and Alexander (2017) states
that even if a one second delay in the page time exists then in such a case, it leads to 11% less page views
and a 7% loss in conversions. Additionally, it also leads to a 16% decrease in the overall customer
satisfaction which is an aspect which the business cannot afford in the long run. Hence, in relation to this,
it can be recognized to be the overall resolution of the websites dealing in the e-commerce domain to
certify that 79% of the web shoppers who experience low speed of page will not attend the page which
can be recognized to be a great loss. Moreover, 44% of such customers will share the overall experience

17E-COMMERCE SHOPPING
with the friends and this has an impact on the brand of the online websites (Hussain, Al Nasser and
Hussain 2015). Hence, it is in relation to this, that the different websites as present will be required to
undertake crucial assessments which would thereby assist the website in safeguarding that they are
efficaciously able to preserve the overall website page loading time and in addition to this, they will be
able to appeal the different customers and keep them in the realm of the firm.
Personalization
All the shoppers and the different clienteles would be essential to certify that they gain a
personalized experience in the particular sphere and in relation to this, it also becomes considerably
critical for them to see to it that, they are able to add a customized touch to the overall customer
experience (Agnihotri et al. 2016). The direct marketing strategy is an ideal strategy which can be made
use of by the different firms as present and be able to customize the overall experience of the buyer and
hence, make them a regular part of the organization as present. Personalization of the content not only
assists in making the entire shopping experience more suitable for the different customers as present but
also allows the firm to certify that the different customer interactions can be made faster, easier and rather
efficient in nature.
According to Saeidi et al. (2016), the direct impact of this can be reflected on the increased
customer satisfaction which exists and also increases and tends to improve the overall likelihood of the
repeated visits of the customers on the website. Internet browsing has become a common part of the
consumer behavior and it is in regard to this, that the different customers often search for their needs on
the internet and this provides the different businesses as present with an opportunity to track those
searches and make personalized content for the different customers as present. When the different
customers will be able to view the different goods on the online websites based on their previous searches
and needs and hence, this will make it easier for them to shop online ( Kaura, Durga Prasad and Sharma
2015). Hence, personalization of the website for the different customers based on their needs and
accounts can be recognized to be a critical step which can be undertaken by the organization in order to
certify long term success.
Convenience
The convenience can be recognized to be an essential dynamic of the positive customer
experience. It is critically important that the website where the customers tend to purchase the product
online will be able to provide them with considerable convenience. The convenience of the customers
generally has a long term impact on the decisions which are generally taken on the purchase of the

18E-COMMERCE SHOPPING
different customers and the overall services which they tend to make use of ( Saeidi et al. 2016).
Additionally, it also tends to determine where they go, with whom they engage and others. Hence, it is for
this reason that the different industries as present, often prefer to certify that their customers are being
able to interact with the customer care executives easily without any hassles as this will ensure that the
customers are being able to certify long term success. Providing the ultimate level of convenience needs
to be recognized as the essential aspect of the firm as it will assist them in guaranteeing that they are able
to provide them with the ultimate customer satisfaction. According to Han and Hyun (2015), various
types of variables are present under the umbrella of Convenience and these can be recognized to be the
Decision Convenience which can be recognized to be a quick and easy way in which the customer can
decide in regard to where the shopping has to take place. Additionally, access convenience can also be
recognized to be another aspect which helps the different customers to purchase from the website.
Moreover, the benefit convenience as well as the transaction convenience also act as a motivator for the
different customers as present to take the right kind of decision and reach out to the different websites as
present. According to Han and Hyun (2015), if the overall level of perceived convenience will be low,
then in such a way the customer might find it difficult to interact with the different affiliates of the firm
and hence, this struggle will lead them to go to another website for their purchase decision.
Choice
The choice can also be recognized to be an fundamental part of the association and in regard to
this, it can be taken to be essential for the firm which is an e-commerce website to see to it that, they have
adequate offerings to make to the different customers which would thereby assist them in performing
well. The greater number of choices that the firm will provide to the different customers, the better it will
be for the brand ad in relation to this, the better experience it will be for the different customers. By
providing a number of choices to the customer, the firm can help the customer in figuring out the overall
experience which they will help with the brand as present.
Hence, having analyzed the overall factors affecting the Customer satisfaction as well as the
Purchasing decision influencing the different customers, a conceptual framework will be defined for them
which will help in comprehending the manner in which the e-commerce websites will be able to form
considerably well.

19E-COMMERCE SHOPPING
2.6 Conceptual Framework
Figure 1: The conceptual Framework
Hence, from the given image it can be rightfully recognized that, the purchasing decisions of the
customers who purchase from various e-commerce website can be recognized to be the factors related to
the Price of the product, the convenience which is provided to them by the e-commerce website, the
website design and the overall approach and additionally the perceived risk which is associated with the
online purchase. Hence, when all the factors are fulfilled adequately, the customer actually makes a
purchase decision (Saeidi et al. 2016). In line with this, it can also be recognized that, the customer
satisfaction is also influenced by a set of factors and therefore, it is the duty of the various e-commerce
websites to certify that if they want to certify success in the long run, they would be prerequisite to align
the factors relating to Customer satisfaction and the factors relating to the Purchase decision and see to it
that, they are being able to attain the objectives of the firm.
2.7 Literature Gap
The factors distressing the purchase decision of the customers who make online purchases can be
recognized to be a popular study and hence, there exists a large number of articles which tend to focus on
the given domain. The business journals and the articles as present tend to focus on the different factors in
detail and often throw light on the different reasons why the different customers tend to make the
purchasing decision and why they tend to purchase the products and services available on the online
domain (Han and Hyun 2015). Moreover, in relation to this, there have been a number of studies which
Customer
satisfaction
Purchasing
decisions for
online websites
Price
Convenience
Website Design
Perceived Risk

20E-COMMERCE SHOPPING
tend to focus on the concept of Customer satisfaction and the manner in which the online purchases tend
to satisfy the needs of the different customers as present. The customers tend to make purchases to certify
that their overall needs can be matched with and hence, it is the duty of the firm to meet those needs.
Hence, as recognized, it in relation to this, that it can be recognized that although there are various
business journals and reviews which focus on these domains separately, but there do not exist any studies
which reflect on the factors that influence online E-shoppers satisfaction in China specifically. Hence, the
study has looked critically into the domains of Customer satisfaction and the purchasing decision
separately and in relation to this, the study fulfills this gap and provides a comprehensive study which
integrates the concept of Consumer purchase decision on the online website and in a manner similar to
this, focuses on the Customer satisfaction as well.
2.8 Summary
The given chapter, the Review of Literature focuses on the overall concept of online websites and
the different purchasing decisions as made by the customer. In relation with this, the Literature Review
has followed a systematic format whereby the concepts relating to the online Purchasing decision have
been undertake and this is then tailed by the dialogue on the factors relating to the Purchase decision
which has to be undertaken by the customer. The factors have been analyzed critically. The concept of
Customer satisfaction as a whole has also been discussed and in relation to this, the factors which have an
influence on the customer fulfillment of the customers through this online shopping has also been
discussed.

21E-COMMERCE SHOPPING
Chapter 3: Research Methodology
3.1 Overview
The e-commerce industry can be recognized to be one of the most popular industries in the 21st-
century. In China the e-commerce industry has been performing very well due to the increased income of
the different individuals and the increased interest in shopping online as well. There are various
considerations which a customer typically makes before any purchase and these aspects can be
recognized to be the aspects like the price of the product, the website design and features of the e-
commerce website, the perceived risk associated with buying on these websites and the convenience of
shopping online. However the primary connection which exists between these factors and the factors
which influence the customer satisfaction of the clients who shop online is not determined and it is for
this reason the study is being carried out. It aims to comprehend the affiliation between the customer
satisfaction and the decision factors which effect the purchase decision of the customers. Hence this
chapter needs to outline useful research procedures which will help in achievement of the study objectives
(Taylor, Bogdan and DeVault 2015). Therefore, this section will be stating down the different research
procedures which shall be used for the procedure of the research.
3.2 Research outline
The research outline can be recognized to be the overall content of the research methodology
chapter. In such a case the research can be recognized to be following a all-inclusive format whereby the
research philosophy, research approach, research design, research strategy, sampling procedures, data
collection and data analysis procedures which have been used for the research will be set down. The
ethical considerations and accessibility risks which are associated with the data collection and analysis
have also been defined.
3.3 Research philosophy
The research philosophy can be recognized to be the main reason for which the research is being
carried out. The decision regarding the data collection and the data analysis which is typically embraced
for the resolution of data analysis is determined in this section. Hence it has to be recognized that, the
research philosophy forms an integral part of that the research methodology and indicates the overall
procedure. The research philosophy which has been embraced for the study can be recognized to be the
positivist research philosophy (Kumar 2019). In this kind of research philosophy, the use of a survey will
be made for the resolution of data collection. The survey can be recognized to be a structured survey
which will be distributed among certain number of participants and based on the material received from

22E-COMMERCE SHOPPING
them, the factual data will be assimilated and the data analysis is carried out. In this procedure the
investigator has a role to play in regard to the collection and interpretation of the data.
Explanation of the research philosophy
The reason why the positivist research philosophy has been embraced is because it aligns with the
tenacity of the study and helps in finding the factors affecting customer satisfaction in case of an e-
commerce website purchase. It is through the positivist research philosophy, the objective which has been
defined earlier can be achieved and the right structure for the paper can be embraced (Taylor, Bogdan and
DeVault 2015).
3.4 Research approach
The research approach is the plan which generally lays down the research procedures and the
various methods in which the research has to be conducted. The research was held in order to identify of
the problem which is being addressed and also to find a solution to it. The research approach which has
been embraced for the given paper can be recognized to be the deductive research approach. The reason
why this research approach has been embraced can be subsidized to the fact that as the research
philosophy is positivist nature and the use of the survey will be required to be made, hence it is important
that the data which is composed from the survey is interpreted well into the findings of paper. Hence the
use of the deductive research approach is suitable as it will help deducing the information out of the
factual data which has been composed.
Explanation for the research approach
The object why the deductive research approach is chosen for the resolution of the paper can be
recognized to be the fact that as the collection of raw data is taking place it is important for the research to
make the deductions from the data which is composed and take out meaningful essence of it (Taylor,
Bogdan and DeVault 2015). The reason why the deductive research approach has been embraced for the
resolution of the study instead of the inductive study can be contributed to the circumstance that the
particular topic reflects that the factors which influence the online shoppers are required to be studied and
this can only be undertaken when the research will adopt a deductive approach as it will assist in gaining
the knowledge about the reason why a specific phenomenon or impact takes place.
3.5 Research design
The research design is the framework of procedures which is typically embraced for the research.
It defines the method of the research and also determines the way in which the data is to be composed and
analysed accordingly. Their research design aims to describe the way in which the procedures which have
embraced for the research can be used and how it will help in achieving the research question and its

23E-COMMERCE SHOPPING
answers (Kumar 2019). Thus the design which has been used for this paper can be recognized to be the
descriptive research design and in this kind of research design, the overall logic behind the data will be
analysed and presented to certify that the reader is able to get a wholesome view of the research
outcomes.
Explanation for the research design
The descriptive research design has been embraced to certify that the factual data which is
composed from the different respondents can be analysed and the main essence of the data can be
presented to the readers in the form of the outcome. Adopting this research design has assisted in
comprehending the overall influence of price , website design, convenience and other such factors on
decisions of the customers which have an impact on the customer satisfaction (Ledford and Gast 2018).
3.6 Research strategy
The research strategy this is a strategy is which is typically embraced by the investigator to
certify that the research will be carried out as per all the research guidelines stated. It enables the
investigator to schedule the research in a way such that the quality of the starch is not hampered and in
addition to this objective can be achieved. The research strategy which has been embraced in this case can
be recognized to be the primary quantitative strategy. The primary quantitative strategy is recognized to
be the strategy whereby the data is typically composed from various primary sources and the analysis of
the data is carried out (Silverman 2016). The primary quantitative strategy will help in identifying the
global factors which have an influence on the overall decision making of the different customers while
shopping online.
Explanation for the research strategy embraced
The reason why the primary quantitative research strategy has been embraced is as it will help in
comprehending the research outcomes. As the factual data has been composed from the different
individuals from the survey, it becomes important that a quantitative analysis is performed on the data
using some tool which will help in finding affiliation between the various factors and the decision making
of the customers As the study involves finding the overall impact of the factors like price website design,
and other such factors on the decision making of the consumers and the overall customer satisfaction as
well. It will be appropriate if the views of the customers are the only source of information and then that
view is used to find the affiliation which exists between factors like price and the decision making,
convenience and the decision making, and other factor associations (Flick 2015).

24E-COMMERCE SHOPPING
3.7 Sampling procedures
To carry out the primary research efficaciously the sampling procedure needs to be undertaken in
a manner such that the overall research outcomes can be attained. It is through the sampling procedure
that the overall sampling unit is determined and the manner in which the sample will fulfil the overall
population criteria is also recognized. The sampling procedures which the investigator will use can be
stated to be the primary sampling procedures and for the resolution of this research and nonprobability
sampling procedure has embraced (Kumar 2019). Hence in this case random population will be picked up
for their research. These members of the population will be asked various questions on their online
shopping experience and hence their data shall be done used to find the research questions and related
objectives. The sampling size can be recognized to be three hundred and eighty four respondents which
will represent the population who generally shops online. This sample size is being selected because it
can be recognized to be an ideal sample size for the research which is being conducted ( Fletcher 2017).
Google form will be distributed with shall help in collecting the data from the different respondent who
will be accessed from the first tier cities of the country like the Beijing, Shanghai, Guangzhou, Tianjin
and the Chongqing. The data which has been composed from this procedure shall be then analysed using
statistical terms as a believer in the SPSS software.
Explanation for the sampling procedure
The reason by the nonprobability sampling procedure has been embraced is because one cannot
differentiate between the decision made by the different shoppers. In addition to this the choice of the
sampling procedure can also be recognized to be more reasonable because it will help in confirming that
authentic data can be composed. In addition to this, as the focus lies on comprehending the different
opinions, for the shoppers it is important to comprehend that all the customers are aware about the e-
commerce shopping and they are being able to provide a non-biased view. Using this sampling procedure
the objectives of the study can be met with easy (Quinlan et al. 2019). The questionnaire for the research
paper will be prepared by sourcing the various questions from the different studies which have been
previously conducted in the given field. The liker scale has been embraced as a suitable manner for
preparing the questionnaire as it will assist in carrying out the research in a widespread manner and
various quantitative tools can be applied to find the impact of the self-determining variable on the
dependent variable. The various questions present in the questionnaire will aim to ask the different
individuals about the different perspectives which influence their overall behaviour while shopping
online. In line of this, it is integral to certify that, the investigator will be able to construct the
questionnaire in a manner such that the research objectives can be attained and the results of the analysis
are able to answer the research questions.

25E-COMMERCE SHOPPING
The data from the various respondents will be rightfully composed through the medium of mails
and other personal contacts (Saunders et al. 2018) Moreover, the investigator has visited various shopping
malls so that, the adequate data can be composed from the different respondents as present and
information about the e shopping behavior can be composed effectively. The shopping malls in the top
tier cities of China have been selected. The malls will be in Beijing, Shanghai, Guangzhou, Tianjin and
the Chongqing.
3.8 Data collection method
In order to carry out a survey, the data has to be composed efficaciously with different sample
sets and hence their responses can be used to analyse the manner in which different customers are
influenced by shopping online. The data collection medium helps in comprehending the kind of data on
which the sampling will be done. For the resolution of the research paper on the data collection
procedure which has an embraced can be recognized to be the primary data collection procedure. In this
case, it can be rightfully recognized that the reason why the primary data will be composed is because the
overall view of all the customers present in the given scenario will be undertaken. For the opportuneness
of the investigator the data will be composed from using a Google form and the different respondent will
be provided with the questionnaire link regarding their overall preference, their online purchasing
decisions, factors affecting the decision, the customer satisfaction patterns in the firm, and the factors
which impact the customer satisfaction from online shopping (Silverman 2016). The Likert scale will be
embraced as a measure to judge their overall responses.
Explanation for the data collection method
The intention why the primary data collection method has been embraced because in the domain
related to the studies of the e-commerce industry, the primary to collection can be recognized to be the
most common type of method whereby the first hand opinion of the audiences undertaken (Saunders and
Townsend 2016). Hence by adopting the primary data collection method, the research will be more
appropriate in gaining the overall viewpoint of the different customers. Additionally the different factors
associated with purchasing online can be well recognized when the viewpoint and the focus on the
customer remains strong.

26E-COMMERCE SHOPPING
3.9 Data analysis Method
The Data Analysis procedure can be recognized to be the ways in which the data which has been
composed in the previous section can be analysed in the paper. As the data which has been collecting is
the primary category, the investigator is left with two options to analyse the data which comprises of the
quality of data analysis and the content of data analysis for the resolution of this. In this research, the
quantitative data analysis procedure has been embraced for the study. In this kind of a data analysis
procedure, statistical tools are used to build affiliations between the dependent and self-determining
variables. The tools which will be used in such case are the correlation analysis and the regression
analysis. The statistical tools are very useful when the different factors which typically affect each other
have to be judged (Saunders and Townsend 2016). In these kinds of statistical analysis one factor is a
dependent variable and the self-determining variables. Hence, to find the affiliation between the decision
making factors and the customer satisfaction, the statistical procedure will be useful.
Explanation for the data analysis method
The motive for the quantitative data analysis procedure is embraced is because, this procedure as
a method helps to determine the affiliation between the different factors affect the decision making of the
customers and the well customer satisfaction. The different analysis procedures which have been used are
the Factor analysis, descriptive analysis, Regression analysis and the Correlation analysis to find the
affiliation between the different variables.
3.10 Ethical considerations
The ethical considerations form a crucial part of the research study and all investigators are
required to certify that they are able to follow a strict guidelines in regard to ethics in carrying out their
own research paper. In such a case, it may be recognized that to maintain the overall clarity and
transparency of the different participants in the research and to certify that no personal information or any
other relevant aspects of the research tends to put any respondent in danger, the ethics are important. It
also tends to determine that the views of the participant shall be unbiased in nature and analysis made on
the same shall also be neutral (Saunders and Townsend 2016). Moreover the investigator is not to require
to engage in any kind of plagiarism and any works which have been used for the resolution of the study in
which cited accordingly. Hence the investigators aim to certify that all ethical aspects as involved in the
research study will be in inculcated in the study

27E-COMMERCE SHOPPING
3.11 Accessibility issues
Very often the different investigators face excess problems while carrying out the research
procedure. In such a case, the accessibility issue which may arise in the course of the dissertation can be
recognized to be relating to the availability of crucial journal article on a database, lack of a sample, lack
of research means and others. Additionally accessibility issues may be considered being the fact that the
investigator may not be able to collect data from reliable services and in regard to secondary information
which is composed may be not being relevant to the case. Hence in this case the, the investigator will
ensure that authentic data is composed and if any issues are faced, they are resolved in a short span of
time. Moreover, any additional issues faced can be resolved with the help of the course coordinator.
3.12 Summary
In the given chapter the Research Methodology, the different research procedures which have
been embraced for the resolution of the research to find the impact of the various factors like price,
website design, convenience and the product on the overall decision making of the customers and relating
to this the customer satisfaction as well has been stated. The reasons why the particular research
procedures have been embraced have also been provided with the help of a explanation at the end of each
procedure. Hence if these procedures are followed adequately the real research outcome can be achieved
efficaciously.

28E-COMMERCE SHOPPING
Chapter 4: Findings
4.1 Overview
The findings chapter forms an essential measure of the study whereby the results of the analysis
can be presented. This chapter forms the basis for the next chapter as it is based on the calculations
undertaken in this chapter that the purposes of the research can be analyzed essentially. Hence, this
chapter will be following a simple format whereby the results of the descriptive statistics will be
presented in the form of various graphs and charts. This will be followed by the findings of the inferential
statistics which was carried out with the help of the statistical tools like Regression Analysis, Correlation
analysis and the Factor Analysis. The Hypothesis which was set out in the beginning of the paper will
also be tested.
4.2 Descriptive Statistics
The descriptive statistics can be recognized to be a relevant part of the research whereby the
overall views of the target audience based on the questions are discussed. In line with this, the different
aspects which were discussed were the income, the social media and online shopping experience and
additional perception of the respondents.
Gender
Figure 2

29E-COMMERCE SHOPPING
The given graph provides a snapshot of the Gender distribution of the target audience. From the
above analysis, it can be rightfully observed that the Female respondents from a majority in the case with
54.43% and the Male respondents stand at 45.57%. Therefore, it can be stated that the viewpoint of all the
participants needs to be undertaken effectively.
Age Group
Figure 3
The given pie graph provides the overall view about the Age group distribution of the population.
From the graph, it can be rightfully recognized that most of the respondents belong to the age group of
30-39 whereas the other respondents fit to the age group of 18-29 years, 40-49 years and 50+ as well. In
line with this, it must be recognized that the 30 to 39 group was the most popular age group from whom
the data was collected.
City

30E-COMMERCE SHOPPING
31%
3%
13%25%
28%
City of the Participants
Beijing Chongquing Guangzhou Shanghai Tianjin
Figure 4
From the given chart it can be recognized that the city of the respondents from whom the data has
been composed can be recognized to be well divided. It can be mentioned that, 25% of the respondents
belong to Shanghai whereas, the largest number of employees belong to Beijing. On the other hand, 13%
of the respondents belong to Guangzhou and the res of them belong to Tianjin and Chongqing.

31E-COMMERCE SHOPPING
Figure 5
The graph provides information on the overall educational background of the different
respondents. With a majority of 36.46% , most of the respondents belong to the bachelor’s degree and
Diploma with 25.36% respondents. In line with this, the rest of the respondents belong to the master’s and
the High school diploma.
Years dealing with online shopping

32E-COMMERCE SHOPPING
Figure 6
When the various respondents were asked about the number of years since they were dealing with
the online shopping, most of the respondents mentioned that they were engaged in online shopping since
3 to 6 years. This majority was standing at 47%. In line of this, 34% of the respondents belonged to the
online shopping experience of 7+ years. This means that, these are the old players and have an adequate
idea about the overall functioning of the different online websites. On the other hand, just 185 of the
population were the shoppers who were shopping for a period less than 3 years.
Social Media mediums

33E-COMMERCE SHOPPING
Figure 7
When the respondents were enquired about the different online mediums which they generally
tend to undertake then in such a case, it can be rightfully recognized the Social Networking sites form the
most common social media and online related aspects which the different customers tend to undertake.
This majority stands at 53.65%. In line of this, the 22% of the respondents used the photo and video
sharing sites. In line with this, 13% of the respondents belonged to the Social news users.
Hours spent on shopping sites

34E-COMMERCE SHOPPING
Figure 8
When the different respondents were enquired about the number of hours, they spent on the
online shopping websites then in such a case, 23% of the respondents mentioned that they spent 4 to 6
hours on the social media websites. On the other hand, 38.8% of the respondents spend 7 to 9 hours in a
month shopping online. The rest of the respondents spend a comparatively less amount of time in online
shopping. However, 11.72% of the respondents spend 10 hours or more shopping online.
4.3 Inferential Statistics
The inferential statistics can be rightfully recognized to be the statistical analysis whereby the
analysis can be undertaken with the help of statistical software’s like the SPSS and various statistical
operations like the Regression Analysis, Correlation Analysis and the Factor Analysis.
Correlation Analysis
The correlation analysis can be recognized to be the procedure through which the affiliation
between the various variables can be measured adequately and in line of this, a connection between two
variable types can be established effectively. The dependence or association between the various
variables is derived out of the correlation analysis. The range of the correlation typically lies from -1 to 1.
A positive correlation portrays a positive association among the variables although; a undesirable

35E-COMMERCE SHOPPING
correlation depicts a negative association between the various variables. A correlation coefficient value
above 0.7 can be taken to be a strong coefficient and hence, the change in one of the variables will bring
about a change in the other variables.
Correlation between the Independent Variables-1:
Table 1
Correlations
Pricenew Convi
Pricenew Pearson Correlation 1 .236**
Sig. (2-tailed) .000
N 384 384
Convi Pearson Correlation .236** 1
Sig. (2-tailed) .000
N 384 384
From the above table, it can be correctly recognized that the correlation between the price of the
products and the convenience of shopping have a low positive correlation between them. This means that
the changes in the pricing of the products does not impact the convenience of shopping of the product in
any way.
Table 2
Price

36E-COMMERCE SHOPPING
The price
of the
product has
a crucial
impact on
purchase
decision
Higher
discounts
attract you
to shop
more
You
research for
prices
before
purchases
The online
websites
offer
greater
discounts
and low
pricing
Online
shopping
assists in
saving of
travelling
costs
The price of the
product has a crucial
impact on purchase
decision
Pearson
Correlation
1 .496** -.100 .062 -.306**
Sig. (2-tailed) .000 .050 .222 .000
N 384 384 384 384 384
Higher discounts
attract you to shop
more
Pearson
Correlation
.496** 1 .100* .000 -.295**
Sig. (2-tailed) .000 .050 .999 .000
N 384 384 384 384 384
You research for
prices before
purchases
Pearson
Correlation
-.100 .100* 1 -.119* -.033
Sig. (2-tailed) .050 .050 .020 .518
N 384 384 384 384 384
The online websites
offer greater
discounts and low
pricing
Pearson
Correlation
.062 .000 -.119* 1 .106*
Sig. (2-tailed) .222 .999 .020 .039
N 384 384 384 384 384
Online shopping
assists in saving of
travelling costs
Pearson
Correlation
-.306** -.295** -.033 .106* 1
Sig. (2-tailed) .000 .000 .518 .039
N 384 384 384 384 384

37E-COMMERCE SHOPPING
The above image provides an overall analysis of the correlation between the Price factors
variables. From the table, it can be correctly recognized that the correlation coefficient between the
Discounts offered and the actual pricing of the product has a high correlation coefficient. The travelling
costs and the price of the products can be taken to have the lowest correlation coefficient at -0.306 which
means that the lowered travelling costs tends to have no impression on the overall decision making of the
customers.
Table 3
Convenience
Correlations
It is
very
easy to
shop
online
It can be
accesse
d
anytime
E-
commerc
e helps in
getting
good
products
at desired
price
The online
shopping
saves
considerabl
e costs
The
online
shoppin
g offers
comfort
and
greater
design
It is very easy to
shop online
Pearson
Correlation
1 -.219** -.019 -.151** .148**
Sig. (2-
tailed)
.000 .707 .003 .004
N 384 384 384 384 384
It can be
accessed anytime
Pearson
Correlation
-.219** 1 -.063 .345** .175**
Sig. (2-
tailed)
.000 .217 .000 .001
N 384 384 384 384 384
E-commerce
helps in getting
Pearson
Correlation
-.019 -.063 1 .165** .196**

38E-COMMERCE SHOPPING
good products at
desired price
Sig. (2-
tailed)
.707 .217 .001 .000
N 384 384 384 384 384
The online
shopping saves
considerable
costs
Pearson
Correlation
-.151** .345** .165** 1 .142**
Sig. (2-
tailed)
.003 .000 .001 .005
N 384 384 384 384 384
The online
shopping offers
comfort and
greater design
Pearson
Correlation
.148** .175** .196** .142** 1
Sig. (2-
tailed)
.004 .001 .000 .005
N 384 384 384 384 384
From the above image, it can be rightfully recognized that the accessibility of the online shopping
at any time and the low prices of the goods online has a high correlation coefficient of 0.396. Hence, it
can be reflected that, the fact that it is easy to shop from the website has an impact on the purchases. On
the other hand, the fact that it can be accessed at any time and that it is easy to use, does not have a
positive correlation and instead has a negative correlation coefficient.
Table 4
Perceived Risk
Correlations

39E-COMMERCE SHOPPING
Online
shopping is
less risky
The goods
are like
those
shown on
the website
Online
shopping
returns are
easy to get
The
payment
methods
are safe on
online
shopping
Brand
quality is
consistent,
and risk of
purchase is
low
Online shopping is
less risky
Pearson
Correlation
1 -.014 -.180** .017 .225**
Sig. (2-tailed) .791 .000 .736 .000
N 384 384 384 384 384
The goods are like
those shown on the
website
Pearson
Correlation
-.014 1 .059 .445** -.021
Sig. (2-tailed) .791 .249 .000 .685
N 384 384 384 384 384
Online shopping
returns are easy to
get
Pearson
Correlation
-.180** .059 1 .215** -.230**
Sig. (2-tailed) .000 .249 .000 .000
N 384 384 384 384 384
The payment
methods are safe on
online shopping
Pearson
Correlation
.017 .445** .215** 1 .027
Sig. (2-tailed) .736 .000 .000 .604
N 384 384 384 384 384
Brand quality is
consistent, and risk
of purchase is low
Pearson
Correlation
.225** -.021 -.230** .027 1
Sig. (2-tailed) .000 .685 .000 .604
N 384 384 384 384 384

40E-COMMERCE SHOPPING
The above image reflects that the fact that the Online shopping goods are very similar to images
and the safe payment methods have a strong positive correlation at 0.445 whereas, the brand quality and
the easy return procedure has the lowest correlation in the grid at -0.230.
Table 5
Website Design
Correlations
The online
shopping
websites
are
designed
very well.
The design
of the
website
induces
and
individual
to shop
more
The
features of
the website
influence
purchase
The
loading
time of the
page
affects
your
perception
The saving
cart and
Wishlist
option
helps in
better
decision
making
The online shopping
websites are
designed very well.
Pearson
Correlation
1 -.255** -.156** .102* .100
Sig. (2-tailed) .000 .002 .046 .051
N 384 384 384 384 384
The design of the
website induces and
individual to shop
more
Pearson
Correlation
-.255** 1 -.139** -.089 -.081
Sig. (2-tailed) .000 .006 .083 .113
N 384 384 384 384 384
The features of the
website influence
purchase
Pearson
Correlation
-.156** -.139** 1 -.062 -.123*
Sig. (2-tailed) .002 .006 .226 .016
N 384 384 384 384 384

41E-COMMERCE SHOPPING
The loading time of
the page affects
your perception
Pearson
Correlation
.102* -.089 -.062 1 .106*
Sig. (2-tailed) .046 .083 .226 .039
N 384 384 384 384 384
The saving cart and
Wishlist option
helps in better
decision making
Pearson
Correlation
.100 -.081 -.123* .106* 1
Sig. (2-tailed) .051 .113 .016 .039
N 384 384 384 384 384
The given tables reflect the correlation coefficient between various factors relating to the Website
design of the shopping websites. From the image, it can be rightfully recognized that the Loading time of
the page and the saving cart option have a low positive correlation at 0.106 whereas the correlation
coefficient between the design of the websites can be recognized to be the lowest at -0.256.
Correlation Analysis of the Dependent Variable-Shopping satisfaction and experience
Table 6
Correlations
Online
shopping
satisfies
your needs
Online
shopping
assists in
getting
good prices
Online
shopping
provides
value for
money
The online
shopping
allows to
voice
opinion
post
purchase
Eshopping
features
and saving
options
assist in
better
experience
Online shopping
satisfies your needs
Pearson
Correlation
1 -.009 .051 -.010 .063
Sig. (2-tailed) .865 .315 .843 .216
N 384 384 384 384 384

42E-COMMERCE SHOPPING
Online shopping
assists in getting
good prices
Pearson
Correlation
-.009 1 .405** .373** .135**
Sig. (2-tailed) .865 .000 .000 .008
N 384 384 384 384 384
Online shopping
provides value for
money
Pearson
Correlation
.051 .405** 1 .220** .246**
Sig. (2-tailed) .315 .000 .000 .000
N 384 384 384 384 384
The online shopping
allows to voice
opinion post
purchase
Pearson
Correlation
-.010 .373** .220** 1 -.212**
Sig. (2-tailed) .843 .000 .000 .000
N 384 384 384 384 384
Eshopping features
and saving options
assist in better
experience
Pearson
Correlation
.063 .135** .246** -.212** 1
Sig. (2-tailed) .216 .008 .000 .000
N 384 384 384 384 384
The above table reflects the affiliation between various factors of the e-commerce shopping
satisfaction. The online shopping gas value of money and provides good prices has a moderately high
correlational coefficient at 0.405. On the other hand, the correlation between the various website features
and the opinions of the shoppers has a negative correlation at -0.212.
Regression Analysis
The regression analysis can be recognized to be a statistical tool which tends to reflect the
affiliation between the different independent and dependent variables. The regression analysis assists in
comprehending the extent to which the Dependent variable is impacted by the Independent Variable. It
helps in defining the affiliation between the different variables and sees to it that, the strength of the
affiliation can be verified. Based on the affiliation, the hypothesis can also be tested accordingly.

43E-COMMERCE SHOPPING
Regression analysis of Price and Convenience and E-commerce shopper satisfaction
Table 7
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
1 .190a .036 .031 .77104
a. Predictors: (Constant), PricefactorandConv, Do price factors
and convenience influence E-shoppers satisfaction in the first-tier
cities of China?
The above table provides the model summary which can be derived out of the regression. The
value of R represents the correlation between the dependent and the dependent variable and here it can be
stated to be very low. The Value of the R square determines the fitness of the model and the difference
amongst the Adjusted R square and R square can be taken to reflect the explaining power of the model.
Here the explaining power of the model is low, and this analysis will be able to explain only 3% of the
affiliation between the Price and Convenience factor with the E-shopper satisfaction.
Table 8
ANOVAa
Model
Sum of
Squares df Mean Square F Sig.
1 Regression 8.493 2 4.246 7.143 .001b
Residual 226.505 381 .595
Total 234.997 383
a. Dependent Variable: Eshoppersatisfaction

44E-COMMERCE SHOPPING
b. Predictors: (Constant), PricefactorandConv, Do price factors and convenience
influence E-shoppers satisfaction in the first-tier cities of China?
The given table helps in determining the overall validity of the affiliation which exists between
the self-determining and the Dependent variable. It can be imitated from the table that, the affiliation the
value of the Significant is 0.001 which is less than 0.05 and hence, this establishes a positive affiliation
between the Price and Convenience with the E-shopper satisfaction.
Table 9
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) 1.875 .145 12.903 .000
Do price factors and
convenience influence E-
shoppers satisfaction in
the first-tier cities of
China?
-.091 .034 -.134 -2.665 .008
PricefactorandConv .150 .059 .128 2.534 .012
a. Dependent Variable: Eshoppersatisfaction
The various coefficients have been described in the given table.
Regression analysis of Perceived risk and Website Design and features and E-commerce shopper
satisfaction
Table 10
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate

45E-COMMERCE SHOPPING
1 .168a .028 .023 .77425
a. Predictors: (Constant), RiskandDesign, Do website
design ,features & perceived risks influence E-shoppers
satisfaction in the first-tier cities of China
The given table affords the value of correlation coefficient and the value of the R square and the
Adjusted R square. The value of correlation is 0.168 which means the correlation between the
Independent variable and the Dependent variable is very low. The difference between the value of the
Adjusted R square and the R square can be stated to be very low and hence the model is a good fit model.
In line of this, however, the explaining power of the model is very low at just 2.8% which reflects that the
model has a low explaining power in regard to the affiliation between the Perceived risk and website
design and the e-shopper experience.
Table 11
ANOVAa
Model
Sum of
Squares df Mean Square F Sig.
1 Regression 6.599 2 3.300 5.504 .004b
Residual 228.398 381 .599
Total 234.997 383
a. Dependent Variable: Eshoppersatisfaction
b. Predictors: (Constant), RiskandDesign, Do website design ,features & perceived
risks influence E-shoppers satisfaction in the first-tier cities of China
In this table, it can be rightfully adjusted that the value of P is very low at 0.004 which is less than
0.05 and, in this case, the affiliation between the Risk and design of website and the e-shopper
experienced can be verified accordingly.
Table 12

46E-COMMERCE SHOPPING
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) 1.664 .157 10.615 .000
Do website
design ,features &
perceived risks influence
E-shoppers satisfaction in
the first-tier cities of
China
-.052 .031 -.085 -1.664 .097
RiskandDesign .237 .076 .159 3.109 .002
a. Dependent Variable: Eshoppersatisfaction
The table provides the value of the coefficients.
Factor Analysis
The factor analysis is a statistical measurement which assists in determine the variability among
the observed and the correlated variables in the terms of a hypothetically lower number of observed
variables called the factors.
Table 13
Communalities
Initial Extraction
Gender 1.000 .717
Age Group 1.000 .849
Education 1.000 .554

47E-COMMERCE SHOPPING
Years dealing with online
shopping
1.000 .623
Social media mediums
used
1.000 .879
Time spent on shopping
sites per week
1.000 .802
RiskandDesign 1.000 .598
PricefactorandConv 1.000 .626
Eshoppersatisfaction 1.000 .535
Extraction Method: Principal Component Analysis.
From the given analysis it can be recognized that out of the various factors chosen, they variance
explained by the variables have reduced considerably after the extraction. Previously, all could be taken at
one, however, currently, the variance explanation has gone down to a range of 0.6 approximately. As
some of the commonalties after the extraction are greater than 0.7 these are the primary factors of the
analysis and all the variables above the Eigen value of 1 must be retained.
Table 14
Total Variance Explained
Componen
t
Initial Eigenvalues
Extraction Sums of Squared
Loadings
Rotation Sums of Squared
Loadings
Total
% of
Varianc
e Total
% of
Varianc
e
Cumulativ
e %
Cumulativ
e % Total
% of
Varianc
e
Cumulativ
e %
1 2.07
7
23.074 23.074 2.077 23.074 23.074 1.76
6
19.622 19.622

48E-COMMERCE SHOPPING
2 1.71
9
19.100 42.174 1.719 19.100 42.174 1.60
0
17.775 37.397
3 1.31
1
14.568 56.741 1.311 14.568 56.741 1.44
7
16.077 53.474
4 1.07
6
11.957 68.699 1.076 11.957 68.699 1.37
0
15.225 68.699
5 .909 10.096 78.794
6 .722 8.022 86.816
7 .573 6.369 93.185
8 .432 4.805 97.991
9 .181 2.009 100.00
0
From the total variance table, it can be observed that the study began with 9 different variables
and their analysis was undertaken. However, after the analysis, it can be recognized that only 4 out of the
9 variables account for the variance in the data sets. The rotation optimizes the factor structure and the
importance of all factors is equalized in such a scenario.

49E-COMMERCE SHOPPING
Figure 9
4.4 Hypothesis
The hypothesis of the study can be stated to be as follows:
1. Impact of Price and convenience on EShopper satisfaction
Null hypothesis rejected as p value is less than 0.05. Affiliation identified.
2. Impact of website design and risk on E-shopper satisfaction
Null hypothesis has been rejected as p value less than 0.05 and affiliation identified.

50E-COMMERCE SHOPPING
Chapter 5: Analysis and Results
5.1 Overview
Having examined the various variables and other such aspects of the study with the help of the
different statistical tools and related data, the alternate hypothesis was acknowledged and the null
hypothesis was rejected. Therefore, in line of this, it becomes critically crucial to deduce the information
out of the study and to conduct a decision of the manner in which the factors like price, convenience,
website design and the risk associated with the same. In line with this, it becomes critically crucial to
certify that, the findings are critically and discussed and are aligned with the overall objectives of the
study. Therefore, the findings will be presented which will then be followed by the discussion on the
same.
5.2 Analysis of Findings
From the Literature review and the Findings it could be assessed that:
1. The price of a product has a very crucial role to play in the determination of the manner in which
the customer tends to engage in the purchasing of the item (Gong et al. 2018). In regard to this, it
becomes critical to certify that the firms in the e-commerce industry would be required to see to it
that they are being able to apply an attractive pricing strategy for the different e-shoppers as this
would subsidize towards comprehending the method in which the price of a product tends to have
an impact on the purchase. The different companies may come up with offering a large number of
discounts for the different firms who are present and in relation to this, they may be able to bring
about an increase in the sales.
2. The convenience which the ecommerce shopping provides to the different customers or the
shoppers also has a very strong impact and determines the custom in which the organization will
be able to attain success. The e-commerce websites are very convenient to use and can be
accessed from any source (Gong et al. 2018). This is the aspect which tends to make it relevant
and usable by the different e-shoppers. Hence, the e-commerce websites should seek to certify
that they are being able to work on the convenience of the customers as this would help them.
3. The website design and the features of the e-commerce portal have a very critical role to play in
determining the manner in which the different firms would be essentially required to present a
website to the different customers which would then enable them to attract a large number of e-
shoppers. The different e-shoppers are known to enjoy the different websites who tend to have a
better interface and an easy approach. In regard to this, the e-shopping websites who have a better
approach to design have been known to have a higher response rate.

51E-COMMERCE SHOPPING
4. Lastly, the aspect which limits the overall experience of the different e-shoppers can be stated to
be the different risks associated with the online shopping. The payment methods which are
largely associated with the means of online shopping can be a risky affair and exposed to a large
number of fraudulent activities as well (Escobar-Rodríguez and Bonsón-Fernández 2017).
Therefore, the e-shopping websites would be required to see to it that they are efficaciously being
able to manage the risks associated with the different operations of the firm so as to see to it that
they will be able to attract a larger audience.
5. From the analysis which was conducted using the Primary data collection method, it can be seen
that a majority of the customers are female and aged between 30 and 39. In regard to this, it is
important to note that a majority of the customers also belong to Beijing and Shanghai. Moreover,
they belong to the Bachelor’s degree and have been shopping since the last three to six years.
6. The social media networking sites can be taken to be the most visited websites in the domain of
social media and has been visited by more than 50% of the respondents are used regularly ( Adaji
and Vassileva 2017).
7. The different customers tend to spend between one to three hours on the online shopping domain
per week which can be taken to be a particularly large amount of time.
8. The inferential analysis had been undertaken on the data set and in regard to this, it has to be
rightfully recognized that the tools of Correlation, Regression analysis and the Factor Analysis
has been undertaken.
9. The Regression analysis helped in determining the affiliation amongst the Dependent variable
and the Independent variable. In line of this it was recognized that the two sets of hypothesis were
tested and it helped in establishing an affiliation between the independent and the dependent
variable (Escobar-Rodríguez and Bonsón-Fernández 2017).
10. The Factor Analysis verified the value of the data which was composed and in regard to this; it
becomes very vital to certify that the data which was composed assisted in ensuring that the
affiliation between the dependent variable and the self-determining variable could be identified.
5.3 Discussion
Hence, from the findings it can be rightfully mentioned that for any e-commerce company to
certify success in the long run the different firms would be obligatory to see to it that they are
efficaciously being able to engage in maintaining a sustainable competitive advantage in the long run. In
association with this, it is crucial for these e-commerce websites to see to it that they are effectively being
able to manage the price of the different products on the website in a manner such that they are being able
to engage in a fruitful affiliation with the different customers as present (Adaji and Vassileva 2017).
Moreover, it is important for the different firms to see to it that they are efficaciously able to meet their

52E-COMMERCE SHOPPING
overall needs and are being able to engage in higher revenues. In addition to this, the e-commerce
websites would be required to see to it that they are being able to manage the website design such that
they are being able to make the browsing easy and more convenient for the different customers who are
present (Chen and Lan 2018).
The marketers and different businessmen often find it difficult to determine the manner in which
the customers who are present online can be satisfied accordingly and then they tend to rely on the
byzantine formulae which is not useful for them in the long run (Lin et al. 2019). The different online
businesses which are present tend to offer different results for the different customers and in regard of
this, they would be required to see to it that the needs of the online customers can be met with and in line
with this, the businesses will be able to offer additional discounts (Chen and Lan 2018). It was recognized
from the study that the following aspects have to be catered to by undertaking the right kind of analysis to
decide how customer satisfaction can be increased to a great extent.
The delivery time of the online e-shopping websites have to be increased to a great extent so as to
see to it that the trust of the different customers in the organization can be increased to a great extent and
in line with this, the customers are being given their orders at the right time which improves the
convenience of the different customers to a great extent (Lim et al. 2016). In line with this, the Return
procedure of the e-commerce website should be such that, it is able to provide utter convenience to the
different customers and they are efficaciously being able to purchase goods at their own convenience and
be able to engage in a long term affiliation with the different customers (Lim et al. 2016). Moreover, the
information about the products needs to be such that they are efficaciously being able to portray their
offerings to the different customers easily and that the sales can be improved. An advertisement which
speaks for itself will be able to engage in long term success. Lastly, the firm would be required to see to
it that the Shipping of the different products is required to be made in the right way. This means that when
the customers are purchasing the different products then in such a case, they are being provided with the
product in the right manner and at the right time (Lin et al. 2019).
In line with this, the convenience of the customer’s increases to a great extent and the risks
associated with the online shopping goes down as well. This will guarantee that the customer is being
able to become a regular and therefore the satisfaction increases along with the sales ( Kozareva 2015).
Therefore, each of the initiatives which are generally embraced by the firms in the e-commerce industry
need to be such that they are efficaciously able to improve their sales along with improving overall
customer satisfaction as well (Wong, Tan and Lim 2019).

53E-COMMERCE SHOPPING
5.4 Summary
Therefore, the given chapter was based on comprehending the manner in which the sales of the e-
commerce websites can be improved in China along with the increase in the overall customer satisfaction.
According to the findings, the price, convenience, the risk and the website design affects the overall
customer satisfaction and hence, the findings related to the study were analyzed and discussed
descriptively.

54E-COMMERCE SHOPPING
Chapter 6: Conclusion
6.1 Overview
Hence, from the given study, it could be rightfully recognized that the scope of e-commerce
shopping can be taken to be a complicated domain and the different enterprises that aim to attain success
in the future, would be required to see to it that can adapt to the needs and demands of the different
customers. The customers involved in the domain of the e-commerce business operations can be taken to
have a very high demand and varying needs. These customers often demand various needs and
requirements out of the business opportunities which generally are very difficult to follow. However, as
the competition has increased to a great extent, the different firms who are present in the industry are
willing to meet these demands and hence, this reflects that competition is cut throat. From the study, it
could be rightfully reflected that, the e-commerce industry in China has been growing to a great extent
and in reverence to this; it has become very important that the Chinese e-commerce industries are being
able to undertake substantial enterprises which would enable them to certify that they can maintain a
competitive sustainable positioning in the market. The study began with the chapter on Introduction
which explained the overall circumstantial background of the research and this was then followed by the
Review of Literature. This review laid down the analysis of various factors which typically have an
impact on the satisfaction of the customers. The customer satisfaction is an aspect which has to be taken
care of by the business and in relation to this, the study not only analyzed the different theories related to
the e-commerce industry but also discussed the factors which affect the satisfaction of the employees who
are present.
This was followed by the discussion of the various research methodology procedures which then
threw light on the manner in which the study was being conducted and discussed how the overall
procedures which had been embraced could be taken to be suitable for the study. The fourth chapter laid
down the findings of the paper which presented an analysis of how the study had been conducted and
threw light on the findings of the study. This also assisted in testing the hypothesis which had been laid
down in the study. Additionally, the fifth chapter discussed these findings and presented an examination
of these findings. This helped in comprehending the reason why the consideration of price, c
convenience, risk factors and website design is crucial for n ecommerce firm to consider before taking
any critical decision regarding customer satisfaction. The following section will link the objective of the
study to the findings and thereby present a set of recommendations which would be useful in
comprehending how the firms can undertake various initiatives which would help it in the long run.

55E-COMMERCE SHOPPING
6.2 Linking to Objectives
The following section will link the findings of the study to the different objectives which had been laid
down in the first chapter
a. The objective is to analyze the significant affiliation of Price factor & convenience and E-
shoppers’ satisfaction in the first tier cities of China.
The study pertaining to the given objective was carried out by undertaking a survey of the
different customers which contributed towards comprehending how the Price and convenience in the
online shopping domain has a long term effect on their overall decision making. It was found that the
Prices which are offered online and the discounts have a great impact on the decision making of the
different customers and those sites who offer a higher discount rate tend to attract a larger consumer
base (Wong, Tan and Lim 2019). It was found that the websites who offered various convenience
aspects like on time delivery, easy returns and other such factors generally experienced larger revenue
as compared to those who did not offer these services (Lin et al. 2019). Additionally, it is crucial for
the firms to keep in mind the consideration of these factors as it assists in determining how the firm
will be able to grow in the long run.
b. The objective is to analyze the significant affiliation of website design, features & perceived risk
and E-shoppers’ satisfaction in the first tier cities of China.
Similar to the first objective, this study aims to find out the factors like website design,
features and the related risk which generally has an impact on the overall e-shopper satisfaction.
Through the survey it was found that the e-commerce customer satisfaction is greatly impacted by the
attractiveness of the website design and the features of the e-commerce websites. Hence, it was
found that if the enterprise wants to attract a large number of customers then in such a case they will
be required to engage in the systematic design of the websites so that the customers can be attracted
(Gong et al. 2018). Moreover, the risk factors also have an impact on the purchase decision of the e-
shoppers and the satisfaction of the employees. It was found during the analysis of the survey that the
different customers are often not willing to purchase from the ecommerce portals, then in this
scenario, it can be largely contributed to the fact that they are afraid of the risks associated. Hence, it
needs to be considered that, the organization would be required to engage in a healthy affiliation with
the different customers and see to it that they are being able to perform well (Adaji and Vassileva
2017).
6.3 Limitations of the study
The limitations of the study are as follows:

56E-COMMERCE SHOPPING
1. Just the quantitative method of analysis was embraced and in regard to this, it can be recognized
that this is a limitation as the qualitative analysis was not embraced.
2. Additionally, it is integral to note that the study was based just in the first tiered cities of China.
6.4 Future scope
In the future, a recommendation can be made regarding the fact that the investigator can carry out the
investigator in all the countries of China instead of just the first tiered cities. This would assist in
engaging in the actual presentation of the scenario in China.
6.5 Recommendations
Therefore, after analyzing the various alternatives which had been provided in the previous
sections, it can be recommended that the different e-commerce firms would be required to see to it that
the delivery time, the return policy and the payment options which are generally offered by the e-
commerce firms need to be such that they are being able to attract a larger audience (Kozareva 2015). It is
important for the firms to see to it that they are being able to offer all aspects to the different customers
who comprise of aspects related to the price, convenience, risk factors and the website design and layout.
Certain recommendations can be outlined as follows:
1. The website navigation of the websites needs to be enhanced to a great extent. In
association with this, the shoppers must be guided with respect to where they will be
required to go in case they need to carry out the different operations. This would assist
them in attaining their shopping goals easily and thereby improve the sales and
revenue earning capabilities.
2. The shopper experience is to be enhanced and therefore, the checking out procedure
needs to be made hassle free. Through this, the firm will be able to provide a smooth
experience to the different customers.
3. The e-commerce websites would also be required to work on the customer experience.
With reverence to this, they need to offer services like fast and easy returns, large
discounts and other such facilities which would assist them in achieving their overall
clientele goals (Amin 2016).
4. Additionally, the firm would also be required to take advantage of the social media
networking sites which would contribute towards ensuring that the organizations are
being able to achieve their goals and attain success in the long term.
5. Lastly, the buyer experience on the website needs to be customized and they must be
made to feel special which would assist in seeing to it that the enterprises are being
able to attain their objectives.

57E-COMMERCE SHOPPING
References
Adaji, I. and Vassileva, J., 2017, July. A gamified system for influencing healthy e-commerce shopping
habits. In Adjunct Publication of the 25th Conference on User Modeling, Adaptation and
Personalization (pp. 398-401). ACM.
Agnihotri, R., Dingus, R., Hu, M.Y. and Krush, M.T., 2016. Social media: Influencing customer
satisfaction in B2B sales. Industrial Marketing Management, 53, pp.172-180.
Amin, M., 2016. Internet banking service quality and its implication on e-customer satisfaction and e-
customer loyalty. International Journal of Bank Marketing, 34(3), pp.280-306.
Chen, Y.F. and Lan, Y.C., 2018. An empirical study of the factors affecting mobile shopping in Taiwan.
In Mobile Commerce: Concepts, Methodologies, Tools, and Applications (pp. 1329-1340). IGI Global.
Demarque, C., Charalambides, L., Hilton, D.J. and Waroquier, L., 2015. Nudging sustainable
consumption: The use of descriptive norms to promote a minority behavior in a realistic online shopping
environment. Journal of Environmental Psychology, 43, pp.166-174.
Escobar-Rodríguez, T. and Bonsón-Fernández, R., 2017. Analysing online purchase intention in Spain:
fashion e-commerce. Information Systems and e-Business Management, 15(3), pp.599-622.
Fletcher, A.J., 2017. Applying critical realism in qualitative research: methodology meets
method. International Journal of Social Research Methodology, 20(2), pp.181-194.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research project. Sage.
Gog, M., 2015. Case study research. International Journal of Sales, Retailing & Marketing, 4(9), pp.33-
41.
Gong, Y., Luo, X., Zhu, K.Q., Chen, X. and Ou, W., 2018. Deep Cascade Multi-task Learning for Slot
Filling in Chinese E-commerce Shopping Guide Assistant. CoRR.
Han, H. and Hyun, S.S., 2015. Customer retention in the medical tourism industry: Impact of quality,
satisfaction, trust, and price reasonableness. Tourism Management, 46, pp.20-29.
Hasan, B., 2016. Perceived irritation in online shopping: The impact of website design
characteristics. Computers in Human Behavior, 54, pp.224-230.
Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty measurement.
Routledge.
Hill, N. and Brierley, J., 2017. How to measure customer satisfaction. Routledge.

58E-COMMERCE SHOPPING
Hong, W., Tam, K.Y. and Yim, C.K.B., 2016. E-service environment: Impacts of web interface
characteristics on consumers’ online shopping behavior. In E-Service: New directions in theory and
practice (pp. 120-140). Routledge.
Hussain, R., Al Nasser, A. and Hussain, Y.K., 2015. Service quality and customer satisfaction of a UAE-
based airline: An empirical investigation. Journal of Air Transport Management, 42, pp.167-175.
Hwang, S. and Suh, E.K., 2018. An Empirical Study on Nonlinear Affiliation between Product
Modularity and Customer Satisfaction. Journal of Industrial Distribution & Business Vol, 9(2), pp.47-55.
International Conference on Information Systems, ICIS 2016. Association for Information Systems.
Izogo, E.E. and Ogba, I.E., 2015. Service quality, customer satisfaction and loyalty in automobile repair
services sector. International Journal of Quality & Reliability Management, 32(3), pp.250-269.
Jiang, P. and Jones, D.B., 2016. An Exploratory Study of Factors Affecting Consumer International
Online Shopping Behavior. In Encyclopedia of E-Commerce Development, Implementation, and
Management (pp. 1627-1642). IGI Global.
John, B.G., 2018. Consumer behavior in online shopping with special reference to kerala.
Kaura, V., Durga Prasad, C.S. and Sharma, S., 2015. Service quality, service convenience, price and
fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank
Marketing, 33(4), pp.404-422.
Kozareva, Z., 2015. Everyone likes shopping! multi-class product categorization for e-commerce.
In Proceedings of the 2015 Conference of the North American Chapter of the Association for
Computational Linguistics: Human Language Technologies (pp. 1329-1333).
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications Limited.
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special education
and behavioral sciences. Routledge.
Lim, Y.J., Osman, A., Salahuddin, S.N., Romle, A.R. and Abdullah, S., 2016. Factors influencing online
shopping behavior: the mediating role of purchase intention. Procedia economics and finance, 35,
pp.401-410.
Lim, Y.J., Osman, A., Salahuddin, S.N., Romle, A.R. and Abdullah, S., 2016. Factors influencing online
shopping behavior: the mediating role of purchase intention. Procedia economics and finance, 35,
pp.401-410.

59E-COMMERCE SHOPPING
Lin, J., Luo, Z., Cheng, X. and Li, L., 2019. Comprehending the interplay of social commerce affordances
and swift guanxi: An empirical study. Information & Management, 56(2), pp.213-224.
Mallapragada, G., Chandukala, S.R. and Liu, Q., 2016. Exploring the effects of “What”(product) and
“Where”(website) characteristics on online shopping behavior. Journal of Marketing, 80(2), pp.21-38.
Pappas, I.O., Kourouthanassis, P.E., Giannakos, M.N. and Chrissikopoulos, V., 2016. Explaining online
shopping behavior with fsQCA: The role of cognitive and affective perceptions. Journal of Business
Research, 69(2), pp.794-803.
Pizam, A., Shapoval, V. and Ellis, T., 2016. Customer satisfaction and its measurement in hospitality
enterprises: a revisit and update. International Journal of Contemporary Hospitality Management, 28(1),
pp.2-35.
Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019. Business research methods. South Western
Cengage.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network operations
and marketing to enhance customer satisfaction. International Journal of Operations & Production
Management, 37(1), pp.105-123.
Ren, L., Qiu, H., Wang, P. and Lin, P.M., 2016. Exploring customer experience with budget hotels:
Dimensionality and satisfaction. International Journal of Hospitality Management, 52, pp.13-23.
Saeidi, S.P., Sofian, S., Saeidi, P., Saeidi, S.P. and Saaeidi, S.A., 2015. How does corporate social
responsibility contribute to firm financial performance? The mediating role of competitive advantage,
reputation, and customer satisfaction. Journal of business research, 68(2), pp.341-350.
Saunders, B., Sim, J., Kingstone, T., Baker, S., Waterfield, J., Bartlam, B., Burroughs, H. and Jinks, C.,
2018. Saturation in qualitative research: exploring its conceptualization and operationalization. Quality &
quantity, 52(4), pp.1893-1907.
Saunders, M.N. and Townsend, K., 2016. Reporting and justifying the number of interview participants in
organization and workplace research. British Journal of Management, 27(4), pp.836-852.
Silverman, D. ed., 2016. Qualitative research. Sage.
SivaKumar, A. and Gunasekaran, A., 2017. An empirical study on the factors affecting online shopping
behavior of millennial consumers. Journal of Internet Commerce, 16(3), pp.219-230.

60E-COMMERCE SHOPPING
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Wang, M., Li, X. and Chau, P.Y., 2016, December. The Impact of Photo Aesthetics on Online Consumer
Shopping Behavior: An Image Processing-Enabled Empirical Study. In 37th
Wong, W.P.M., Tan, K.L. and Lim, B.C.Y., 2019. The Effect of Technology Trust on Customer E-
Loyalty in Online Shopping and The Mediating Effect of Trustworthiness. Journal of Marketing
Advances and Practices, 1(2), pp.38-51.
Wu, W.Y. and Ke, C.C., 2015. An online shopping behavior model integrating personality traits,
perceived risk, and technology acceptance. Social Behavior and Personality: an international
journal, 43(1), pp.85-97.

61E-COMMERCE SHOPPING
Appendix
Questionnaire
The empirical study of factors that influence online E-shoppers satisfaction in China
Section1 General Information (Please choose the most convenient answer)
G0
1 Gender ☐ Male ☐ Female
G0
2 Age group (years) ☐ 18 -29 ☐30-39 ☐40-49 ☐50+
Which city do you belong to?
G0
3
Education
a. Up to High School
b. Diploma
c. Bachelor Degree
d. Master/Doctorate
G0
4 Years dealing with Online shopping ☐<3 years ☐3-6 years ☐7+ years
G0
5
Which of the following social media do you follow?
a. Social Networking Sites (e.g. Facebook)
b. Microblogging (e.g. Twitter)
c. Blogs/ Forums
d. Social Bookmarking Sites/ Social News (e.g. Reddit, Digg)
e. Photo & Video Sharing Sites (e.g. Flickr, YouTube)
G0
6
Time spent on shopping sites per week

62E-COMMERCE SHOPPING
a. 0 hour
b. 1-3 hours
c. 4-6 hours
d. 7-9 hours
e. 10 hours or more

63E-COMMERCE SHOPPING
SECTION B: Price factor and Convenience
Price factor
PR1 The price of the product has a crucial impact on purchase decision SD D N A SA
PR2 Higher discounts attract you to shop more SD D N A SA
PR3 You research for prices before purchases SD D N A SA
PR4 The online websites offer greater discounts and low pricing SD D N A SA
PR5 Online shopping assists in saving of travelling costs SD D N A SA
Convenience
C1 It is very easy to shop online S
D D N A S
A
C2 It can be accessed anytime S
D D N A S
A
C3 E-commerce helps in getting good products at desired price S
D D N A S
A
C4 The online shopping saves considerable costs S
D D N A S
A
C5 The online shopping offers comfort and greater design S
D D N A S
A

64E-COMMERCE SHOPPING
SECTION C: Perceived Risk and Website design and features
Perceived Risk
Online shopping is less risky S
D D N A S
A
The goods are similar to those shown on the website S
D D N A S
A
Online shopping returns are easy to get S
D D N A S
A
The payment methods are safe on online shopping S
D D N A S
A
Brand quality is consistent and risk of purchase is low S
D D N A S
A

65E-COMMERCE SHOPPING
SECTION D: E-shopper satisfaction
Web design and features
The online shopping websites are designed very well. S
D D N A S
A
The design of the website induces and individual to shop more S
D D N A S
A
The features of the website influence purchases S
D D N A S
A
The loading time of the page affects your perception S
D D N A S
A
The saving cart and Wishlist option helps in better decision making S
D D N A S
A
E-shopper satisfaction
Online shopping satisfies your needs S
D D N A S
A
Online shopping assists in getting good prices S
D D N A S
A
Online shopping provides value for money S
D D N A S
A
The online shopping allows to voice opinion post purchase S
D D N A S
A
Eshopping features and saving options assist in better experience S
D D N A S
A

66E-COMMERCE SHOPPING
Do price factors and convenience influence E-shoppers satisfaction in
the first tier cities of China?
S
D D N A S
A
Do website design ,features & perceived risks influence E-shoppers
satisfaction in the first tier cities of China
S
D D N A S
A