Online shopping and its impact on customer satisfaction considering the role of respondents trust and gender influence

Abstract

As like any market place, the success of online shopping depends mainly on customer satisfaction and many other factors that will also increase customers’ loyalty towards the channel. This study is mainly done to categorize various such factors that affect the consumer behavior for online shopping. The factors of trust, privacy, convenience, social presence, demographic features like gender where deeply studied for their influence on the consumer behavior. The data collected was over 170 respondents made relevance in identifying the key factors contributing for the behavioral change in online shoppers. The effect of factors like vendor reputation, adequate communication, norms, web designing is also studied. The results indicated that it is necessary to target online buyers with a safer and secured mode of transactions for their re purchase behavior towards the channel. Study also focuses on the demographic feature of gender which says that men are more comfortable and happy with online shopping in India. Hence forth the target segment for the emerging strategies of online shopping would be women.