Combining Web Mining and application of Structural Equation Modeling in E-commerce

Abstract

The aim of this study is to develop a solution to collect product information from multiple websites, and then investigate the relationships of various factors that affect customer satisfaction on a product using Structural Equation Modeling (SEM), so that the system can suggest best products which are suitable for customer demands. These relationships were tested using a sample of 100 laptop shoppers from 4 popular electronic stores in HCM city. The result indicates that the satisfaction of customer with a product depends on some important factors such as product configuration, warranty time, post-sale service… which related to both product quality and service quality in general. All the steps involved in evaluating the coefficients of evaluation model are accomplished with the assistance of Statistical Package for the Social Sciences (SPSS), software used for statistical analysis. Implications for store managers and directions for future researches are also discussed.