摘 要：网上购物正成为时下一种流行的购物方式，在互联网时代的大背景下，整个网购市场的竞争也越来越激烈，简单的促销策略已不再是吸引用户的主要因素，多样化因素影响着消费者的决策购买行为，消费者满意度越来越受到重视。通过问卷调查研究分析，得出现代经济时代网购环境下的消费者满意度影响因素，主要包括消费者个体特征、网站的服务因素、网购商品的特点、网站的特点、以及网店的评价因素等，并针对这些因素提出个性化定制产品、提高网站商品的安全性、提升网站服务质量和售后服务水平、提高网站信誉等一系列的应对策略。
关键词：网上购物；消费者；满意度
On Countermeasures Of Increasing Consumer Satisfaction with Online Shopping
Abstract: Online shopping is becoming a popular way to shop nowadays. In the context of the Internet era, the whole online shopping has become increasingly fierce competition in the market. A simple marketing strategy is no longer a major factor in attracting users and diverse factors influence making purchasing behavior of consumers. It has become very important to improve customer satisfaction. In this paper, through survey research analysis, the modern economic era online shopping environment, consumer satisfaction factors, including consumers' individual characteristics, the site's service factor, net purchases of goods characteristics, site characteristics and evaluation factors shop etc and these factors made for customization products to improve Web site security products, improve service quality and service level Web site, improve site credibility and a series of coping strategies.
Key Words: Online shopping; Consumers; Satisfaction
目 录
摘 要 1
Abstract 1
一、概念的界定 2
（一）网上购物的涵义 2
（二）消费者满意度的涵义 3
（三）提高网络环境下消费者满意度价值的体现 3
二、消费者网购现状分析 4
（一）消费者网上购物基本情况分析 4
（二）消费者网上购物发展趋势 4
（三）消费者网购满意度现状分析 5
三、网络环境下消费者满意度的影响因素 6
（一）消费者个体特征 8
（二）网购商品的特点 8
（三）网站的特点 9
（四）网站的服务因素 9
（五）网站的评价因素 10
四、提高网络环境下消费者满意度的策略 10
（一）个性化定制提升产品价值，满足消费者个性化需求 10
（二）优化产品定价策略，提高消费者网购满意度 11
（三）提升网站服务质量，提高消费者满意度 12
（四）提高网站购买商品的安全性，消除顾客疑虑 13
（五）提高网站信誉，增加网站客流量 14
参考文献 18
致谢 19,3046