Exploring the Moderating Effects on Relationship Between Web Shop Interactive Services and Consumer Satisfaction in Internet Shopping

Web shop interactive services include the reconfirmation, on-line complaint handling, and customization. Web questionnaire was used in the survey which cooperated with several shops.

For high product involvement consumption, the findings indicated that the more aggressively of reconfirmation and on-line complaint handling of the web shops did, the more satisfactorily of consumer felt, no matter what degree of customer\'s self-image was. And the degree of satisfaction for those with high self-image consumers was higher than those with low self-image. For the high self-monitoring individuals, there existed the positive relationship between web shop interactive services and consumer satisfaction.