The effectiveness of online shopping characteristics and logistics service on satisfaction

Online shopping has grown rapidly in recent years. However, researches of online customers continue to show that many remain unsatisfied with their online purchase experiences. Clearly, more researches are needed to better understand what affects customers' evaluations of their online experiences. Using a survey research with 183 participants, we investigate the importance of product uncertainty, retailer visibility and logistics services in customers' online purchase decisions, as well as the mitigating effects of retailer characteristics. We found that high product uncertainty has an impact on customer satisfaction but not significant. Logistics services and retailer visibility play an important role on customer satisfaction when buying an experience product. Service quality and customer reviews can mitigate the negative impact of product uncertainty, retailer visibility. However, products' price helps little on that.