The Influence of Online Shopping Determinants on Customer Satisfaction in the Serbian Market

• Published in: Journal of theoretical and applied electronic commerce research Vol. 14; no. 2; pp. 70 - 89
• Main Authors: Vasic, Nebojsa, Kilibarda, Milorad, Kaurin, Tanja
• Format: Journal Article
• Language: English
• Published: Curicó MDPI AG 01-05-2019; Universidad de Talca
• Subjects: Accuracy; BUSINESS; Commerce; COMPUTER SCIENCE, SOFTWARE ENGINEERING; Consumers; Customer satisfaction; Customer services; Determinants; Electronic commerce; Factor analysis; Hypotheses; Internet; Pricing; Product quality; Purchasing; Retail stores; Shipping; Shopping; Turnover; Websites; Serbia; Information availability; Customer satisfaction; Quality; Pricing; Time; Shipping; Security; Online shopping
• ISSN: 0718-1876; 0718-1876
• DOI: 10.4067/S0718-18762019000200107

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.