- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
The study analyzed website functionality, perceived risk and drivers of online shopping to evaluate their impact on customer satisfaction in India. The study empirically validates ease of ordering, Cash-on-delivery mode of payment, website functionality and different facets of perceived risk with Unified theory of acceptance and use of technology 2 (UTAUT2) (Venkatesh et al. in MIS Q 36(1):157–178, 2012). Findings of the study revealed that perceived risk had a negative relation with customer satisfaction where as the website functionality and drivers were positively associated with customer satisfaction. The research will help online retailers to recognize the important success factors that instill confidence among the consumers in developing economies. The study will also help online retailers to focus in the right direction to eliminate threats and convert non shoppers to online shoppers. The study throws light on a new aspect to research by validating the role of cash-on-delivery (COD) mode of payment as a construct and ease of ordering as new dimension to UTAUT2.
6 Discussion and conclusion
In this section, the results of the study are discussed. This study contributed to an overall understanding of factors which lead to customer satisfaction in Indian online shopping context. The study also analyzed perceived risk and its relationship with customer satisfaction. In spite of substantially reported research in the construct of drivers of online shopping, an aggregate model has been lacking wherein the website functionality and the drivers have been integrated with perceived risk in context of Indian and developing economies. In order to fill this gap, the present study has empirically examined the constructs of website functionality, drivers of online shopping and perceived risk and their impact on customer satisfaction.
6.1 Website functionality
The research model validated and identified those features of website functionality which lead to customer satisfaction. The findings of the study indicated that security and privacy, navigation characteristics and website design are significantly associated with website functionality. The results of the studies carried out by Tandon et al. (2016a), Gehrt et al. (2012) and Guo et al. (2012) lend support to the findings of the present study indicating that website design and security and privacy have significant positive relationship with customer satisfaction. This indicates that security and privacy protection is an important driver influencing customer satisfaction.