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Analysing the complexities of website functionality, perceived ease of use and perceived usefulness on customer satisfaction of online shoppers in India

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  • Urvashi Tandon
  • Ravi Kiran
  • Ash N. Sah

Abstract

This research was undertaken to examine key predictors influencing customer satisfaction towards online retailing in India. The findings of the study reveal that perceived usefulness, perceived ease of use and website design have positive impact on customer satisfaction. Perceived time performance emerged as strongest predictor of customer satisfaction indicating a strong positive association between perceived usefulness and customer satisfaction. The emergence of ease of purchase, ease of understanding, and ease of navigation also appeared as significant variables leading to customer satisfaction where ease of ordering had a significant but negative impact. This research will help online retailers in India to motivate new customers for online shopping and existing customers to extend it in their daily purchase. The scale of ease of use and perceived usefulness have been extended in emerging economies context. New scale items like satisfaction with cash-on-delivery mode of payment have been examined in the present study.

Suggested Citation

  • Urvashi Tandon & Ravi Kiran & Ash N. Sah, 2016. "Analysing the complexities of website functionality, perceived ease of use and perceived usefulness on customer satisfaction of online shoppers in India," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 7(2), pages 115-140.
    • Handle: RePEc:ids:ijemre:v:7:y:2016:i:2:p:115-140
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    Citations

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    Cited by:

    1. Li, Xiong & Zhao, Xiaodong & Xu, Wangtu (Ato) & Pu, Wei, 2020. "Measuring ease of use of mobile applications in e-commerce retailing from the perspective of consumer online shopping behaviour patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    2. Goel, Pooja & Parayitam, Satyanarayana & Sharma, Anuj & Rana, Nripendra P. & Dwivedi, Yogesh K, 2022. "A moderated mediation model for e-impulse buying tendency, customer satisfaction and intention to continue e-shopping," Journal of Business Research, Elsevier, vol. 142(C), pages 1-16.
    3. Uzir, Md Uzir Hossain & Al Halbusi, Hussam & Lim, Rodney & Jerin, Ishraq & Abdul Hamid, Abu Bakar & Ramayah, Thurasamy & Haque, Ahasanul, 2021. "Applied Artificial Intelligence and user satisfaction: Smartwatch usage for healthcare in Bangladesh during COVID-19," Technology in Society, Elsevier, vol. 67(C).
    4. Yuen, Kum Fai & Ng, Wei Hong & Wang, Xueqin, 2023. "Switching intention in the online crowdsourced delivery environment: The influence of a platform's technological characteristics and relational bonding strategies," Technology in Society, Elsevier, vol. 72(C).

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