Customer Satisfaction Towards Online Shopping by Empirical Validation of Self-Determination Theory

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Author(s): Urvashi Tandon (Chitkara University, India)and Myriam Ertz (LaboNFC, University of Quebec at Chicoutimi, Canada)
Copyright: 2022
Pages: 27
Source title: Handbook of Research on the Platform Economy and the Evolution of E-Commerce
Source Author(s)/Editor(s): Myriam Ertz (LaboNFC, University of Quebec at Chicoutimi, Canada)
DOI: 10.4018/978-1-7998-7545-1.ch008

Keywords: Business & Management / Business Science Reference / E-Commerce

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Abstract

The chapter aims at understanding the predictors of customer satisfaction with online shopping in India by using self-determination theory. This research validates perceived enjoyment, social influence, social media interactions, reverse logistics, and pay-on-delivery (POD) mode of payment as new predictors of customer satisfaction in online shopping. Data was collected through a self-administered and structured questionnaire targeting online shoppers in North Indian states. A sample of 424 online shoppers was considered in this research. Structural equation modelling (SEM) was used to evaluate the constructs. CFA was applied to calculate validity and composite reliability. To examine the hypothesized relationships, path analysis was carried out. The findings of the chapter revealed that social influence, reverse logistics, and POD mode of payment had a significant positive impact on customer satisfaction. Perceived enjoyment emerged as the strongest predictor of online shopping satisfaction. In contrast, social media interactions emerged as non-significant.

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Customer Satisfaction Towards Online Shopping by Empirical Validation of Self-Determination Theory

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