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With the advancement of technology, economic development, the extensive application of information technology, consumer demand has increasingly presented personalized, diverse characteristics, customers buy goods not only concerned about the quality of goods, more will be considered when selecting the added value and services more comprehensive and better goods, more and more companies are turning to customer needs and interests of maximizing business objectives, customer satisfaction analysis has become a very important work of today's businesses, growing in online sales Today, companies only continue to enhance customer satisfaction in order to remain invincible in the competition. From both theoretical and practical aspects of online shopping customer satisfaction study. The first to introduce the development of online shopping with the status quo, and analysis of the unique consumer behavior of college students, asked the university students' consumption like the pursuit of fresh fashion, convenient, there is a strong sense of group identity, but due to the limited spending power consumption and performance more rational series of characteristics. Satisfaction evaluation model based on the mainstream to improve the online shopping emerging trading Customer Satisfaction Measurement included in the study, the two sides of the sale and purchase of the traditional shopping transaction object being transferred to the customer, shopping sites, personal shop, online banking, courier companies (including the post office) five parties, set up shop image, customer expectations, perceived quality, safe, reliable, customer complaints, customer loyalty six variables the model indicators college students network shoppers satisfaction evaluation model. , Select college students - demand satisfaction with the quality of the online shopping satisfaction evaluation model fuzzy comprehensive evaluation method, this method is a good solution to the evaluation process qualitative to quantitative conversion to make up for the existing customer satisfaction Evaluation method for the evaluation process over a single, subjective insufficient. Fourth, Yan'an University college students as the case empirical analysis, using the form of visits and questionnaires completed data collection, application models and methods to arrive at a final result, according to the survey results analysis, enterprises should focus on the perceived quality, safety reliable in doing the work, and also put forward some suggestions for students, college students should be in the pursuit of purchase of goods convenient and affordable at the same time respond to online shopping service side gives an objective and reasonable evaluation and in a timely manner to protect their legitimate rights and interests through concerted efforts to improve customer satisfaction of online shopping.
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