The Impact of Customer Trust and Satisfaction on Online Shopping

Abstract

The main purpose of conducting this study is to identify the factors that influence Pakistani customer’s online shopping trust and satisfaction, including those factors which are ignored by the previously conducted studies on online shopping experience. In my thesis, the model of trust and satisfaction in the online shopping is proposed by identification of the key constructs which are proposed by the previous studies and hypothesis are developed about the various dimensions of trust and satisfaction and their impact on the online shopping is studied. The questionnaires were floated among the 80 participants to conduct the research. The demographic characteristics of the participants are analyzed in this research. The correlation and regression analysis has been performed to determine the impact of various dimensions of customer trust and satisfaction on online shopping. According to the results obtained the findings are quite unexpected and surprising. There is a significant and positive relationship between Website Reputation and online shopping. But the relationship between Security System and Online Shopping is positive but insignificant. Person’s Trust Perception and Product Delivery both are negatively and insignificantly related with online shopping. The Website Design and Visuality is significantly but negatively related with the online shopping. The reason behind the results is the lack of trust and satisfaction of Pakistani online consumers toward the online shopping.