A Study of Factors Influencing User Experience and Customer Satisfaction on Chinese B2C E-commerce Platforms from the Perspective of Students at Guangzhou Vocational College

Abstract

With the continuous expansion of China’s B2C e-commerce market, vocational college students, as an important part of the young consumer group, offer valuable insights into their consumption behavior and needs for optimizing e-commerce platforms. This paper employs a literature review method, systematically reviewing relevant academic literature and analyzing the core factors influencing user experience and customer satisfaction on B2C e-commerce platforms from the perspective of students at Guangzhou Vocational Colleges. The study finds that seven dimensions are key influencing factors: product quality, ease of use, service quality, logistics support, price reasonableness, personalized service, and cybersecurity. Among these, product quality and ease of use have the most significant impact on vocational college students. Due to their limited spending power, high internet proficiency, and flexible time, students pay more attention to cost-effectiveness, logistics timeliness, and platform interaction experience than other groups. By integrating the research conclusions of different literature, this paper clarifies the mechanisms of action of each factor, providing theoretical reference for B2C e-commerce platforms to accurately meet the needs of vocational college students and optimize service strategies.