Abstract
The present study will explore the online shopping factors and their respective effects on customer satisfaction in online shopping during the COVID-19 pandemic. For this, 207 responses from college-going students are analyzed using the multiple regression method. The findings show that “product assortmentâ€, “website securityâ€, “customer trustâ€, and “website design†affect customer satisfaction in online shopping. Product assortment significantly impacts customer satisfaction in online shopping [due to the highest beta coefficient (β = 0.405)]. Next, “website securityâ€, “customer trust†and “website design†affect customer satisfaction [according to their respective beta coefficients (β = 0.256, β = 0.152, and β = 0.113)] in online purchases. The study’s findings will help online sellers to strategically design the online shopping dimension that creates customer satisfaction.
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