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Assortment satisfaction: The tale of online footwear sales

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  • Verma, Pranay
  • Sharma, Anil Kumar

Abstract

The objective of this study is to investigate the factors that influence consumer's assortment satisfaction during online purchase of footwear. A descriptive research design was used to collect data from 458 samples using stratified sampling, from online footwear shoppers. Residual analysis confirmed data normality. Structural equation modeling showed a significant impact of product display and price comparison upon assortment satisfaction. Further, a multi group analysis affirmed that the model remains invariant across the categorical variables gender, cohabitance and work status. Arguably this is the first paper which establishes a link between product display and price comparison upon assortment satisfaction during online footwear purchase.

Suggested Citation

  • Verma, Pranay & Sharma, Anil Kumar, 2018. "Assortment satisfaction: The tale of online footwear sales," Technology in Society, Elsevier, vol. 54(C), pages 57-65.
    • Handle: RePEc:eee:teinso:v:54:y:2018:i:c:p:57-65
    DOI: 10.1016/j.techsoc.2018.03.004
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