19/08/2022
Bd shop online
Consumer satisfaction with online shopping is directly dependent on a number of factors. There is a constant
dilemma in the market related to the question which online shopping determinants affect the customer
satisfaction. This issue is particularly important for underdeveloped markets, where online commerce is not
sufficiently present. In order to increase the online commerce participation, it is necessary to explore and
analyze the connection between customer satisfaction and diverse determinants. Accordingly, this paper
develops the research model to determine the impact of certain online purchase determinants on the consumer
satisfaction in the market of Serbia. A conceptual model is defined, consisting of 26 items categorized into
seven variables: security, information availability, shipping, quality, pricing, time, and customer satisfaction.
Input model parameters were collected through surveys, with the aid of appropriate Internet tools. The validity
of the developed model was verified through the Confirmatory Factor Analysis and the Partial Least Squares.
The obtained result analysis confirmed the basic research hypotheses that customer satisfaction in online
shopping, on the Serbian market, directly depends on the following determinants: security, information
availability, shipping, quality, pricing and time.
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