Determinant Factors Affecting Customer Satisfaction among Filipinos in Lazada Online Shopping during COVID-19 Pandemic: A Structural Equation Modeling Approach

With the rise of online shopping during COVID-19 pandemic in the Philippines, it is important to understand the buying decision among Filipinos. The purpose of this study was to determine the factors affecting customer satisfaction in online shopping. A valid response of 251 Filipinos participated in the empirical study. Structural Equation Modeling (SEM) was used to validate the measurement model and to test the causal relationship in the model. The result revealed that products/services, pricing, consumer, and technological were significantly influenced the consumer buying decision which also affect customer satisfaction. Surprisingly, operational was found not significant as a predictor for buying decisions and customer satisfaction. The SEM derived from the study could be beneficial to e-commerce platforms and businesses which can contribute to a better understanding of the determinants that affect buying decision and customer satisfaction.