中文摘要：

结合淘宝购物平台消费者的特点,以CCSI为基础,参考ACSI和ECSI建立淘宝购物平台消费者满意度模型。利用网络调研的方式收集了510份有效问卷,通过结构方程模型方法对提出的模型进行实证检验。实证研究结果表明：在淘宝购物平台中,平台形象、期望质量、感知质量和感知价值与消费者满意度有正相关性,其中平台形象的影响效果最明显,其次分别是感知价值、期望价值和感知质量。构建并验证了淘宝购物平台消费者满意度模型,结论对于淘宝购物平台提升消费者满意度具有参考价值和借鉴意义。

英文摘要：

Based on the characteristics of consumers of Taobao shopping platform,CCSI,ACSI and ECSI,a model of Taobao shopping platform up to customer satisfaction is established.510 valid questionnaires were collected by means of network research.The model was empirically tested by means of structural equation model.The empirical results indicate that on Taobao shopping platform,there is a positive correlation between platform images,expected quality,perceived quality as well as perceived value and customer satisfaction,with the image effect the most obvious,followed by perceived value,expected value and perceived quality.The satisfaction model of Taobao shopping platform was finally constructed and validated.The result has reference value and significance.