The Assessment on Consumer Satisfaction and Use Intention of B2C E-Commerce Platform in Chongqing, China
DOI:
https://doi.org/10.14456/shserj.2023.37Keywords:
Perceived Ease of Use, Perceived Usefulness, Intention to Use, Satisfaction, E-CommerceAbstract
Purpose: This paper assessed the factors affecting the satisfaction and use intention of Chongqing residents toward e-commerce platforms, including service quality, information quality, system quality, perception of ease of use, perception of usefulness, intention, and satisfaction. Research design, data, and methodology: A questionnaire survey was conducted on 500 resident residents in Chongqing. The sampling technique involved judgmental, stratified random and convenience sampling. The validity of the research instrument was assessed by The index of item-objective congruence (IOC), and a pilot test by Cronbach alpha coefficient reliability test. The researcher used confirmation factor analysis and the structural equation model as statistical analysis tools. Results: The system quality was the strongest predictive factor for satisfaction and the intention of using the e-commerce platform. The perceived ease of use and service quality also strongly impacted satisfaction and use intention. The perceived usefulness and information quality only had a strong impact on satisfaction. This case study did not show a significant impact of perceived usefulness and information quality on use intention. Conclusions: Providing high system quality to users made the system feel valuable and useful to them. Therefore, the recommendation is to ensure and promote the advantages or benefits of B2C e-commerce business platforms.
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