Key Satisfaction Determinants of Online Shopping: A Study of Indian Buyers

Abstract

Online shopping has emerged as a first choice among Indian buyers. Over the years, customers’ trust for online shopping sites has increased significantly. Due to the large number of players in e-commerce industry, the competition has become very intensive which means better, cheaper and wider choice of products for customers. On the other hand, customers have some privacy concern when they are likely to shop online. This study tries to explore key determinants of online shopping. For the purpose of this study, three determinants; convenience, perceived value and service quality were selected and these factors were tested empirically. A total of 80 questionnaires were circulated but only 49 have been considered for the study. Multiple- regression analysis was used to find the effect of these factors on customer’s satisfaction. Findings of the study explain that convenience, perceived value and service quality were the key determinants of online shopping among Indian buyers. 

Keywords: Online Shopping, Convenience, Perceived Value, Service Quality

Cite this Article

Imran Ali. Key Satisfaction Determinants of Online Shopping: A Study of Indian Buyers. OmniScience: A Multi-disciplinary Journal. 2018; 8(2): 47–55p.