Abstract: Based on 327 data from three universities and five virtual communities in China, this study investigated factors affecting customer satisfaction of Chinese online shoppers in Web2.0 era. A SEM model was used. 8 hypotheses among the total 11 hypotheses in SEM model were confirmed in the final. Results show three main findings: (a) Chinese online shoppers are facing “information overload”, and recommender system becomes the important factor influencing customer satisfaction of online shopping in China;(b) Logistic is a special factor influencing customer satisfaction in China; (c) a strong positive relationship exists between virtual community satisfaction and overall satisfaction.

Key words: onlineshopping, customersatisfaction, SEM, virtualcommunity, Web2