E-shopping Behaviour and Customer Satisfaction

Abstract

Indian e-commerce business is moving very fast and it is expected to surpass United States very soon. With the growing use of smart phone and internet Indian e-commerce sector is expected to grow to US $ 200 billion by 2026 from US $ 38.5 billion in 2017. Online sites and apps became the preferred mode of shopping for Indian customers. The timely and effective implementation of Digital India programme helps to grow the e-commerce business in India. This study is an attempt to investigate the factors influencing e-shopping behavior of Indian customers and also to understand the relationship between the factors that influence customer satisfaction.  For this purpose initial data was collected from 272 respondents using a questionnaire created in Google forms and the data is analyzed using SPSS computer software technique version 16. Multiple regression analysis was done to check the hypothesis. Findings of this research shows that three variables that are customer reviews, speed of delivery and offers & discounts have significant relationship except one variable service quality of sellers has no significant relationship on influencing customer satisfaction. This research will help the Indian e-commerce business providers to plan strategies to increase their business and understand the issues of customers to create better relations.