Purpose: Today online shopping is a trend of times of the world as well as it is also constantly expanding and blooming in China. In addition to online shopping is more and more popular among the younger generation. The purpose of this study is to gain a better understanding of what makes young fashion consumers in China satisfied with their online shopping experience. To fulfill this purpose, this study contains comprehensive dimensions regarding “15 influential factors” and “positive preference of online shopping”. The final results can be applied to make improvements and advantages to compete in nowadays’ online shopping tendency.

Design/methodology/approach: In this study, the conceptual framework is developed based on previous studies. Due to a large number of data, a quantitative method was adapted in this study. In order to collect data, I chose survey contains a self-completed questionnaire with closed questions. All the respondents were young Chinese fashion online shopping consumers, whose ages should from 18 to 29 years old (including 18 and 29).

Findings: Compared with previous studies, 12 of these “15 influential factors” to a certain extent affect young Chinese Fashion online shopping consumers’ satisfaction, which are convenience, price of product, faster delivery, online communication, online community, information quality, visual of website, usability of website, transaction capability, customization, payment security and different payment ways. Research limitations/implications: The study is limited to consider all dimensions of influential factors, which can improve young Chinese Fashion online shopping consumers’ satisfaction. Also, by using a non-probability sample, the respondents are limited to include all age group. However, it also shows the valuable insights and understanding in this area. Future research should consider measuring effectiveness from both online retailers and online consumers perspective.

Originality/value: Little attention has been devoted to factors influencing young Chinese fashion consumers’ online shopping satisfaction. This is the study that attempts to fill this gap by developing the investigation to find out the relationship between young Chinese fashion consumers’ satisfaction and different influential factors.