E-shopping examined: Assessing the level of customer satisfaction with online retail
Keywords:Consumer satisfaction, e-shopping, Consumer behaviour
In the digital age, e-shopping or online shopping has become increasingly popular, with more and more consumers turning to online platforms to make their purchases. This study aimed to examine the consumer awareness level, factors influencing e-shopping behavior, and satisfaction of consumers towards e-shopping. Using a quantitative, descriptive research design, 109 online shoppers were surveyed using a simple random sampling technique. Data was collected using a questionnaire and analyzed with the help of SPSS software, utilizing KMO test and factor analysis. The results showed that the majority of respondents were young, educated females, with a preference for Amazon as their online shopping platform. Furthermore, the study explored the factors influencing online shopping behavior and identified three key factors: special offers, quick and easy product selection, and the ability to purchase unavailable offline products.
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