Analyzing the Determinants of E-Shopping Behavior and Their Impact on Customer Satisfaction in Online Shopping
Keywords:
E-Shopping Behavior, Customer Satisfaction, Website Usability, Online Shopping, Perceived UsefulnessAbstract
This study investigates the determinants of e-shopping behavior and their influence on customer satisfaction within the context of online shopping platforms. The research focuses on six key factors: website usability, website design, trust and security, perceived usefulness, ease of use, and e-shopping behavior. Using a quantitative research design, data was collected from 300 online shoppers through a structured questionnaire employing a five-point Likert scale. Descriptive statistics revealed generally favorable responses, particularly in perceived usefulness and overall satisfaction. However, correlation analysis showed weak linear relationships among the variables, and multiple regression results indicated no statistically significant direct influence of the independent variables on customer satisfaction. The model's explanatory power was also minimal, suggesting that other external or mediating factors may better explain satisfaction outcomes. These findings underscore the complexity of online consumer behavior and highlight that website features alone may not be sufficient drivers of satisfaction. It is recommended that future research incorporate variables such as delivery efficiency, customer service, emotional value, and loyalty drivers. Furthermore, applying advanced analytical models like Structural Equation Modeling (SEM) could uncover indirect or latent relationships. Overall, the study emphasizes the need for a more holistic and user-centered approach in enhancing e-commerce satisfaction.
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