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Customer E-Satisfaction Towards Online Grocery Sites in the Metaverse World
Abstract
The retail industry has changed drastically whereby in 2022, a further evolution into the metaverse is having a dramatic effect on the future of retail into virtual shopping and digital experiences. This study examines the factors influencing consumers' satisfaction towards online grocery shopping in Malaysia with the evolution of the metaverse. The technology acceptance model (TAM) serves as the underpinning theory for this study to assess the factors influencing people's intention to shop in online grocery websites. The main objective of this study is to establish the dimensions of customer satisfaction which is hypothesized to have a relationship with customer intention to purchase from online grocery sites and testing the robustness of the TAM model. This study was conducted in Klang Valley with 200 responses obtained and tested on SPSS and Smart PLS3.0. The findings of this research papers showing that PEOU, SEC, and PA do not influence customer satisfaction (SAT) and this will provide organizations insights behind customer satisfaction in e-commerce in the metaverse.
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