课题名称：天猫商城大学生购物满意度调查研究 —以广州大学华软软件学院为例摘要 随着科技的发展及网络的普及，电商以成本低、效率高、交易双方信息较为对称等优势逐渐风靡，电子商务行业逐渐改变着人们的购买习惯，传统的买卖理论已较为滞后，但顾客满意度对企业效益具有极大的影响这一理论却适用于任何交易市场。天猫商城作为电商的领军企业，以天猫商城作为研究对象有一定的代表性，故而笔者将对天猫商城大学生购物满意度进行调查研究，文章首先介绍了顾客满意度的研究背景、意义与研究框架等；其次是相关理论与文献综述，为后文研究奠定理论基础；再次对大学生网络购物满意度进行探究，采用因子分析法与顾客满意度指数法进行详细分析；接着对大学生天猫商城购物满意度进行探究，并基于大学生网络购物满意度的分析结果提出建议；最后进行总结与展望。希望本文的研究可以帮助天猫商城提高大学生的购物满意度，为企业带来效益，同时为其他相关企业提供一定的借鉴。关键词 天猫商城，大学生，购物满意度ABSTRACT With the development of science and technology and the popularity of the network, electricity business to low cost, high efficiency, the two sides of the transaction more symmetrical and other advantages gradually popular, e-commerce industry gradually change the people's buying habits, the traditional trading theory has lagged behind, but customers Satisfaction has a great impact on business efficiency This theory applies to any trading market. Tiandao Mall as a leader in the electricity business to Tiantao Mall as a research object has a certain representation, so the author will be days cat mall college students shopping satisfaction survey, the article first introduced the customer satisfaction research background, meaning And the research framework, followed by the relevant theory and literature review, to lay the theoretical basis for the subsequent study; once again to college students online shopping satisfaction to explore the use of factor analysis and customer satisfaction...
