Factors influencing customer satisfaction in online shopping in Thailand.

Abstract

Online shopping is process of doing business through computer networks. Unlike traditional shopping that is carried out physically with effort of a person to go and get products, online shopping has made it easier for human to reduce physical work and to save time. This study aimed to understand customer satisfaction in online shopping while investigating the major factors that motivated customers. The literature was reviewed to discover factors that would influence customers satisfy towards shopping online. Surveys were conducted by distributing online questionnaires via email and social network to gather data for this research. SPSS process was used to test research hypotheses. Based on the research findings, respondents repurchased a product from online shopping website because they believed in experience customer review. The respondents would recommend the online shopping website to a friend if it had transaction security and valence of online shopping experience. These factors lead to overall customer satisfaction from the respondents as well. In contrast, for the respondents who have never done shopping online, they concerned about money transaction security. Some recommendations will be offered to online retailers for making online shopping more admired and trustworthy.