ISSN: 2222-6990
Open access
Since COVID-19 pandemic, there has been a tremendous intensification towards online shopping, making customer satisfaction a significant catalyst for online businesses and it serves as an indicator to manage and improve business performance. This study examined the determinants that could influence online purchasing satisfaction from university students’ perspectives. The final sample consists of 357 respondents among university students derived from a stratified random sampling method. This study utilised descriptive and multiple regression analysis to test the nine (9) hypotheses. The multiple regression results revealed that the elements of reliability, product variety, time, quality, and information availability significantly influence online purchasing satisfaction. Meanwhile, other elements such as security, shipping, pricing, and website design have no significant influence towards online purchasing satisfaction. The study’s findings potentially provided vital data for businesses to enhance their service quality and marketing strategies in improving business performance. Thus, the attention should be given on enhancing sellers’ reliability, variety of products, time, product quality and availability of information. Future research could consider other factors such as customer service, customer reviews or ratings and payment methods.
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In-Text Citation: (Yaacob & Fauzi, 2022)
To Cite this Article: Yaacob, N. M., & Fauzi, N. A. R. (2022). The Determinants of Online Purchasing Satisfaction: From University Students Perspective. International Journal of Academic Research in Business and Social Sciences, 12(1), 1584–1597.
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