Customer Satisfaction in E-commerce: an Exploration of its Antecedents and Consequences

This study developed and empirically tested a model examining the antecedents and consequences of consumer satisfaction toward e-retailers. Confirmatory factor analysis (CFA) was performed to examine the reliability and validity of the measurement model, and the structural equation modeling techniques were used to evaluate the casual model. Based on a survey in China, this study showed that e-SQ is very important in generating overall customer satisfaction and loyalty intention toward an e-retailer. The conclusion also showed that Web site design characteristic is not the significant influential factor of e-satisfaction, and Internet security, price advantage and product quality guarantee are the most important factors of e-satisfaction. However, the study demonstrated that future e-SQ expectancy exerted a negative influence on a consumer's overall satisfaction and loyalty intention toward their e-retailers