What are the Dimensions of Online Satisfaction?

Abstract

The purpose of the research is to identify the factors affecting online satisfaction. As a research method, we applied a quantitative survey based on a questionnaire. The sample consists of 532, students at Faculty of Economics and Business Administration, aged between 19-26 years, who buy online various products from the Internet. In order to identify the dimensions of online satisfaction, we used exploratory factor analysis with SPSS 17.0, with Principal Components as extraction type and Varimax as rotation method. Nine dimensions of online satisfaction were identified, namely: products corresponding to the online description, good price, comfort, easily accessible information, personal data security, good design, support, personalization, and website awareness.