Online Consumer Satisfaction During COVID-19: Perspective of a Developing Country

Yonghui Rao; Yonghui Rao; Aysha Saleem; Wizra Saeed; Junaid Ul Haq

doi:10.3389/fpsyg.2021.751854

Frontiers in Psychology (Oct 2021)

Online Consumer Satisfaction During COVID-19: Perspective of a Developing Country

Yonghui Rao,
Yonghui Rao,
Aysha Saleem,
Wizra Saeed,
Junaid Ul Haq

Affiliations

Yonghui Rao: Antai College of Economics & Management, Shanghai Jiao Tong University, Shanghai, China
Yonghui Rao: School of Management, Zhejiang Shuren University, Hangzhou, China
Aysha Saleem: Faculty of Management Sciences, Riphah International University, Faisalabad Campus, Punjab, Pakistan
Wizra Saeed: Department of Professional Psychology, Bahria University, Islamabad, Pakistan
Junaid Ul Haq: Faculty of Management Sciences, Riphah International University, Faisalabad Campus, Punjab, Pakistan

DOI: https://doi.org/10.3389/fpsyg.2021.751854
Journal volume & issue: Vol. 12

Abstract

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A conceptual model based on the antecedents and consequences of online consumer satisfaction has been proposed and empirically proved in this study. Data were collected during Smart Lockdown of COVID-19 from 800 respondents to observe the difference between perceived and actual, and direct and indirect e-stores. Confirmatory factor analysis was used to observe the validity of the data set. The structural equation modeling technique was used to test the hypotheses. The findings indicated that consumers feel more satisfied when they shop through direct e-store than indirect e-store, whereas their perception and actual experience are different. Implications have also been added to the study.

Published in Frontiers in Psychology

ISSN: 1664-1078 (Online)
Publisher: Frontiers Media S.A.
Country of publisher: Switzerland
LCC subjects: Philosophy. Psychology. Religion: Psychology
Website: https://www.frontiersin.org/journals/psychology

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Abstract

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