Factors Influencing Customer Satisfaction on Online Shopping at eBay and Taobao - Research Paper Example

The paper "Factors Influencing Customer Satisfaction on Online Shopping at eBay and Taobao" is an excellent example of a research paper on marketing. This paper has carried inductive research to explore the factors that influence customer satisfaction in online shopping. In summary, online shopping has to be defined in this dissertation as the sale and purchase of goods and services over the internet. It has the characteristics virtual customer-business relationship, where the two do not physically interact. A literature review on factors influencing customer satisfaction in online shopping has been performed.

Aspects of customer satisfaction including the theories of customers’ satisfaction such as the assimilation theory; contrast theory, the negativity theory have been discussed. The factors that affect online customer satisfaction have also be explored in this chapter.  These are diverse and they include convenience, privacy, trust, product customization and quality, usability and delivery as well as security among others.  In addition, the literature review established five antecedents of customer satisfaction in online shopping.  These antecedents include the technology factor; advertisement factor; product perception; brand factor and shopping experience factor. The technology antecedent determines the functionality of the online store website by affecting the security, privacy, and usability of the website. These in turn affect the level of satisfaction of the online shopper. Interaction is an important aspect of online stores’ websites since there is no physical interaction between the buyer and seller.  Technology plays a critical role in ensuring the ideal interactivity of the website is maintained by creating a user-friendly website. This in turn can affect the shopping experience factor which is related to the transaction process and post-purchase delivery. The shopping experience also influences the convenience, reliability, integrity, and trustworthiness of the online retailer. The third factor is product perception that entails the consumer judgment on the overall product superiority in terms of quality, pricing, variety, and range. The performance of the product falls under this antecedent of customer satisfaction in online shopping.