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

Authors: Urvashi Tandon; Ravi Kiran; Ash N. Sah

Addresses: School of Humanities and Social Sciences (SHSS), Thapar University, P.O. Box 32, 147004 Patiala, India ' School of Humanities and Social Sciences (SHSS), Thapar University, P.O. Box 32, 147004 Patiala, India ' School of Humanities and Social Sciences (SHSS), Thapar University, P.O. Box 32, 147004 Patiala, India

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.

Keywords: customer satisfaction; online retailing; e-tailing; perceived ease of use; perceived usefulness; website functionality; technology acceptance model; TAM; online shopping; India; ease of understanding; ease of navigation; emerging economies; cash-on-delivery.

DOI: 10.1504/IJEMR.2016.077118

International Journal of Electronic Marketing and Retailing, 2016 Vol.7 No.2, pp.115 - 140

Received: 08 Sep 2015
Accepted: 07 Oct 2015
Published online: 21 Jun 2016 *

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