Customer Satisfaction towards Online Shopping

The purpose and main goal of this study was to analyze and find factors affecting customer satisfaction towards online shopping that might be one of the most critical issues of e-commerce and marketing field nowadays. However, there is extremely limited knowledge and experience about online consumer satisfaction because it is complicated socio-technical phenomenon and involves too many factors more than what we have experimented with in this study. This goal has been followed by using a model examining the impact of usefulness, compatibility, ease of use, trust, risk, social influence, privacy, security and price on customer satisfaction toward online shopping for shoppers in Oman among students and employees, that mean to take in consideration the demographic profile of respondents such as: Educational level, gender, age group and monthly household income .In this study, the primary data was collected from designed questionnaire. Secondary data was collected from various sources such as articles, internet, literature, and books. Questionnaire distributed to students and employees from different organizations and sectors, government and private. Respondents to the questionnaire were customers of online shopping in Oman which selected only from Oman country. The sample size was two hundred from Waljat college of applied science and others from outside of this college which found all in Muscat, 200 questionnaires were distributed online. Of the filled questionnaires 106 were found complete and valid for study. The respondents’ categories are divided into monthly household income, gender, age group, educational level. The questionnaire attached shows that each topic has been collected from one source as its mention in the annexure. The dataset has been conducted by the PLS-SEM. The outcomes and findings of this research was measured by using the following methods such as: first; to check the reliability and validity by using Cronbach alpha (α), second: also, it will find the average path coefficient, third; finding the average R- squared and the average variance inflation factor. Last, we must evaluate hypothesis by T-test available in PLS-SEM (Structural Equation Model) software and we have 11 hypotheses to test the relationship between factors with customer satisfaction towards online shopping. After that we have shown the frequency according to the demographic profile (Gender, Age group, educational level, Monthly household income). The result of this study showed that was particularly good fit the model data which designed for this study. PLS-SEM used hypothesis to evaluate and analysis, H1, H2, H3, H4, H5, H7, H10 are not supported because they are insignificant relationship while H6, H8, H9 and H11 have significant relationship and supported. The price factor has strongly affected customer satisfaction towards online shopping while the social influence factor is considered the weakest impact on customer satisfaction towards online shopping.