Abstract: Based on two factor theory， this study classifies the factors affecting customer satisfaction into four types—decisive factors， positive factors， negative factors and neutral factors， and the results give a further explanation of the factors properties and varied effects on customer satisfaction. By applying regression analysis， the influencing factors are classified by the specific statistical properties to rate the importance of these factors and then some countermeasures are put forward. The empirical results show that product quality， logistics and distribution are the decisive factors， which significantly affect customer satisfaction; product information， shopping process， platform construction and product category are the positive factors; payment method and aftersale service belong to the negative factors; and discount is a neutral factor.

Key words: online consumption, degree of customer satisfaction, two factor theory