Research on Psychological Dimensions of E-Commerce Customer Satisfaction

It is important to study customer satisfaction psychological dimension in E-Commerce (electronic commerce) trade, especially in B2C (business-to-consumer) E-Commerce, because the dummy environment of E-Commerce influences customer psychology and activities. Whereas many research studies have focused on website features triggering consumer satisfaction in E-Commerce, so far no study has attempted to identify all psychological antecedents of satisfaction. In this paper, based on the analysis of characteristics of E-Commerce activity and customer mental change, the basic dimensions of customer satisfaction and the corresponding level-2 dimensions were constructed. Also the basic dimensions were integrated into three psychological dimensions: cognitive dimension, emotion dimension and action dimension. Furthermore, Structural Equation Model (SEM) principle was applied to measure the relationship of each customer psychological dimension in consumption. The work of this paper is of important meaning to E-Commerce merchants and psychology researchers both in realism and academic study.