Beyond Transactions: Uncovering the Determinants of Customer Satisfaction in Online Shopping
Keywords:
Customer Satisfaction, Online Shopping, E-commerce, Information Quality, Trust, Convenience, Perceived Value, Security & PrivacyAbstract
This paper attempts to identify the determinants of online customer satisfaction and the relationship between the determinants and the subject by means of exploratory factor analysis (EFA) & multiple regression․ A total of 405 online customers were surveyed․ The EFA resulted in four factors which explained 54․31% of the total variance․ The results from the multiple regression analysis have shown that online consumer satisfaction is considerably influenced by security/privacy concerns‚ price fairness‚ convenience‚ information quality‚ and trust; security/privacy concerns were found to be the most significant predictor․ The overall model accounts for 60․5% of the variance in customer satisfaction․ It finds that customers care more about risk reduction than service quality aspects․
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