Preferential And Fast Favored Online Shopping Experience Satisfaction

The survey data of urban and rural households showed that in 2015, the per capita expenditure of Beijing residents buying goods and services through the Internet was 761 yuan, an increase of 45% over the same period last year.

In order to reflect the current situation of residents' online shopping, to understand residents' online shopping satisfaction and the evaluation of online shopping, the Beijing survey team of the National Bureau of statistics and the Beijing Municipal Bureau of statistics have recently had a survey of online shopping in 2015.

The households conducted special surveys of online shopping users.

A total of 500 households were selected, involving 24 rural households and 476 urban households.

　　调查显示，2/3的家庭网购决策者是女性，调查问卷显示，500个居民家庭网购的主要决策者中，男性被调查者163人，女性被调查者337人，所占比例分别为32.6%和67.4%;30-39岁年龄段人员为家庭网购的主力，从年龄结构来看，主要集中在30岁及以上年龄段的人群，排在前三位的是依次是30-39岁、50岁及以上、40-49岁的人员，分别占39.2%、25.2%和23.4%;20-29岁的人员占11.8%;20岁以下人员仅占0.4%;网购者6成多为大专、本科学历，从受教育程度来看，排在前三位的是大学本科、大学专科和高中/中专/技校，分别占37.8%、25.8%和22.8%，比重远高于硕士及以上的7%和初中及以下的6.6%;多数属于中低收入人群，从就业和收入情况来看，排在前三位的职业分别是企业(公司)员工、待业/下岗/求职/离退休/家庭主妇(主男)、党政机关/事业单位职员，所占比例分别为47.2%、22.6%和18.8%。

Monthly income of 2001-5000 yuan accounted for 49.8%, accounting for 34.6% of the 5001-10000 yuan, 2000 yuan and below 10001 yuan and above 8.4% and 7.2% respectively.

Online shopping is more convenient and more popular among consumers. The main reason for attracting people to buy online is that they are cheap and save time.

According to the questionnaire, in the reason of "buying goods and services through online shopping", 79% of people think online shopping "never leave home, save time", 76.4% of people think that "the price is cheaper than the physical store", 43.2% of people think that online shopping "goods (services) variety, can be fully compared".

Online goods (services) are rich in variety, and almost all goods that can be thought of can be bought.

According to the questionnaire, online shopping products are mainly concentrated in food,

Family daily necessities.

Specifically, clothing, shoes and hats and household textile products ranked first in the list. 442 people bought it, accounting for 88.4%; second were family day miscellaneous products, 264 of whom bought the goods, accounting for 52.8%; third were food, beverages, cigarettes and alcohol, and health care products, and 253 people bought such goods, accounting for 50.6%.

The questionnaire showed that residents themselves

In the evaluation of habit, 76.4% of people thought that they had "first purchase plan, targeted online search, after careful comparison and purchase"; 53.6% of them would "browse the shopping website frequently, find cheap and good products (services), plan to buy according to their needs in the near future", 31.4% of them "often browse the shopping website and find their favorite products (services) to buy".

Overall, although the quality of online shopping products and after-sales service can be further improved, the survey shows that more than 8 of the residents rated their online shopping experience as "basically satisfied" or "very satisfied".

Specifically, 72.6% said "basically satisfied", 13.2% said "very satisfied", 13.8% said "general", only 0.4% said "dissatisfied" and "very dissatisfied".