Influence of Demography on Satisfaction, Trust and Repurchase Intention in Online Shopping

Abstract

In line with this thought customer satisfaction, trust, and repurchase intention in online shopping which are behavioural outcomes depend on the profile of customers. Therefore, for long term growth, it is important for online retailers to understand how demographic factors influence satisfaction, trust, and repurchase intention among online shoppers. In the prior literature, demography was mainly studied as a descriptive. Very few authors have studied the influence of demography on satisfaction, trust, and r e p u r c h a s e i n t e n t i o n. Moreover, to date, no such study has been conducted in small cities, which are becoming a viable target for online retailers in India. To fill this research gap in online shopping literature, t h e p r e s e n t r e s e a r c h emphasized studying the impact of the five most studied demographic traits in online shopping namely: Gender, Age, Qualification, Occupation, and Income on satisfaction, trust, and repurchase intention. Two research questions have been framed to conduct comprehensive research in this area: Q1) What is the demographic profile of customers buying online? Q2) Does demography influence satisfaction, trust and repurchase intention in online shopping? Review of Literature Demography Online shopping has been increasingly accepted as an alternative to traditional brick-and-mortar shopping. Diversity among shoppers increases the importance of human factors in online shopping. It is important to study customers' traits like gender, age, qualification, occupation, and income as the behaviour of a person is dependent on demography.