earticle

영어

With the rapid development of the global economy, information technology has impacted obviously on the way of life. However, trust issues became one of the important obstacles hindering the development when B2C e-commerce vigorous development. In this paper, the author analyzes the key factors affecting the development of electronic commerce, then find out the factors that affect customer satisfaction by using DEA method. The result shows that commodity characteristics, service features and website quality are the main factors that influence the customer satisfaction. At the same time, the variance contribution rate of commodity information is 72.57%, and the variance contribution rate of commodity brand is 66.17%. In service features, the variance contribution rate of logistics service is 81.25%. In website quality, the variance contribution rate of layout is 70.84%, and the variance contribution rate of easy operate is 68.13%.On this basis, we put forward relevant policy suggestions.