Purpose - This study aims to identify and analyse the key determinants influencing customer satisfaction towards online shopping in India. Design/methodology/approach - The literature concerning major attributes of website functionality, perceived usability, perceived usefulness and customer satisfaction in online retailing were reviewed. Data were collected from 365 respondents active in online shopping for examining the constructs. The model was empirically tested using structural equation modelling. Findings - The findings of the study reveal that perceived usefulness and website functionality have a positive impact on customer satisfaction, whereas perceived usability had a significant but negative impact on customer satisfaction. Practical implications - This research will help online retailers to attract and motivate new customers for online shopping and existing customers to extend it in their daily purchase. Online retailers can improve post purchase satisfaction and eventually increase online customers. Originality/value - This is one of the preliminary study dealing with customer satisfaction towards online retailing in India. The scale has been extended to include items like satisfaction with cash on delivery mode of payment not included in previous scales. The scale of perceived usefulness has also been deepened by adding time performance, product performance and promotional performance.

中文翻译：

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分析客户满意度：用户对在线购物的看法

目的-这项研究旨在识别和分析影响印度在线购物的客户满意度的关键因素。设计/方法/方法-回顾了有关网站功能，感知可用性，感知有用性和在线零售客户满意度的主要文献。从365位活跃于在线购物的受访者中收集了数据，以检查结构。使用结构方程模型对模型进行了经验测试。调查结果-研究结果表明，感知的有用性和网站功能对客户满意度有积极影响，而感知的可用性对客户满意度却有显着但负面的影响。实际意义-这项研究将帮助在线零售商吸引并激发新客户进行在线购物，并帮助现有客户扩展其日常购物范围。在线零售商可以提高购买后的满意度，并最终增加在线客户。原创性/价值-这是针对印度在线零售的客户满意度的初步研究之一。该比额表已扩展到包括以前的比额表中未包括的对货到付款付款方式的满意度之类的项目。通过增加时间表现，产品表现和促销表现，人们已经意识到有用的程度。原创性/价值-这是针对印度在线零售的客户满意度的初步研究之一。该比额表已扩展到包括以前的比额表中未包括的对货到付款付款方式的满意度之类的项目。通过增加时间表现，产品表现和促销表现，人们已经意识到有用的程度。原创性/价值-这是针对印度在线零售的客户满意度的初步研究之一。该比额表已扩展到包括以前的比额表中未包括的对货到付款付款方式的满意度之类的项目。通过增加时间表现，产品表现和促销表现，人们已经意识到有用的程度。