Factors influencing consumer satisfaction toward online shopping: a special reference to India context

Abstract

The study aims at examining dimensions that may affect online shopping satisfaction of Indian customers. The proposed model describes website design, product information, security and privacy, perceived usefulness and perceived interactivity that may influence customer satisfaction in online environment. Online and offline surveys are coordinated and self-regulated for online shoppers in Aligarh, UP, India. The study included a total of 497 online shoppers. Confirmatory factor analysis was applied to check questionnaire validity and reliability. A structural path model applied to examine the study hypotheses. The empirical results indicated that product information, website design, security and privacy, perceived usefulness have significant and positive influence on the customer satisfaction toward online shopping in India. Also, the results revealed insignificant relationship between perceived interactivity and customer satisfaction toward online shopping. The findings of this study are limited to the customers in Aligarh City, UP, India. Future research can extend the geographical area of respondents. The results of this study will enhance and extend the online retailers' understanding of the roles of website design, product information, security and privacy, perceived interactivity, and perceived usefulness in enhancing online shopping and customer satisfaction in emerging markets like India.