Group purchase customer satisfaction research by structural equation modeling

Abstract

China Internet Network Information Center (CNNIC)'s report shows e-commerce develops fast in recent years. And the group purchase rose by 244.8% as an emerging market. But there are many commercial disputes and consumer complaints show the immature of this e-commerce mode. Therefore, this article proposed a customer satisfaction model of group purchase with the customer satisfaction degree theory and collected the data by questionnaire; used the structural equation modeling to verify the validity of the assumption and the model.