Factors Influencing Online Shopping Experience and Customer Satisfaction in Karachi

Abstract

For this research, the objective of the study was to explore the factors affecting the online shopping experience of the customer. To test the hypothesis of this study, a sample of 250 respondents’ data used, which was collected through a structured questionnaire. Furthermore, the questionnaire consisted of four independent variables each containing further questions and one dependent variable. In total 27 scale items used for the study. The pilot test of the study conducted and the reliability test of the Cronbach Alpha test value scored satisfactory. Moreover, the multiple regression tests applied on the data. Most importantly, if website technicalities can be fixed, and further upgraded, then the customers’ purchase intention can convert into sales opportunities, and the customers can be persuaded to switch the online medium as a favorable option. Likewise, the business should develop credibility with the customers through maintaining quality of the products and services, and regularly updating their websites. This in turn, may result in customer to be satisfied with the dealing, and readily re-order online from the company. Lastly, socio-economic and demographic factors, such as qualification, income, and age of the customers also play a vital role in their decision-making and easiness of understanding the website content. Thus, e-retailers may include these variables in their strategies, and subsequently increase their target audience by strong promotion.