Determinants of Satisfaction with E-Retailing: The Role of Usability Factors
International Digital Organization for Scientific Information
Faculty of Business and Law
School of Business/Centre for Innovative Practice
This study examines the scope to which different factors influence customer's satisfaction with e-retailer's Website in the context of online buying using Technological acceptance model (TAM). The main goal of this paper is not only to investigate the efficacy of e-Services provided by the online retailers but also considers how customers can benefit from those services in Pakistan. To analyze the data of a conceptual model authors used Structural equation modeling (SEM) techniques. Result of 205 respondents' reveals that, Site ease of use, Site Informativeness and Site trust positively influence customer satisfaction. Future research and recommendations for practitioners and marketing managers are discussed in the end.