The influence of e-shopping experience factors on e-consumer satisfaction: managing online stores

Abstract

E-shopping has shown exponential growth mainly owing to advancements in internet technology and lockdown measures implemented to contain the spread of the COVID-19 virus. It is evident from the literature that many researchers have attempted to identify the factors influencing e-shopping experience and e-consumer satisfaction; however, no consensus has been reached. Thus, this study aims to identify the e-shopping experience variables and establish which of these influence e-consumer satisfaction in South Africa. The study identified five e-shopping experience factors that may influence e-consumer satisfaction in the country. The study is quantitative in nature and adopted the descriptive research design. Non-probability sampling was used, and a total of 314 respondents completed the questionnaire. The study utilised an online survey and the measuring instrument was tested for validity and reliability by conducting an exploratory factor analysis and calculating Cronbach’s alpha coefficients. Multiple regression analysis was used to test the hypotheses formulated for the study. The results revealed that customer service, website usability, online security and product review influence e-consumer satisfaction. In addition, the results indicated that South African consumers are still unsure regarding their preference between online shopping and traditional brick-and-mortar stores. The results are, therefore, of significant importance to the management of online shops in improving the overall shopping experience for e-shoppers, increasing the level of consumer satisfaction, and ensuring future growth in this sector.

Keywords

• online shopping
• shopping experience
• e-consumer satisfaction
• experience marketing
• online retail