Edinburgh Napier University

  The purpose of this paper is to present and validate a model of factors influencing the customers' satisfaction on internet shopping in China. To attain these, a questionnaire was sent to 300 potential Chinese customers. The findings indicate that there are 15 items that influence consumer satisfaction which covered the six determinant factors isolated for testing. The top nine moderators of the factors were classified as the most important. These factors are likely to become important and of practical value to companies engaging in internet marketing in emerging markets. Managerial implications of these results were discussed.