Factors influencing customer satisfaction with usage of shopping apps in India

摘要

Over the past few years, there has been a ongoing transformation in the customer purchase patterns from offline channels to online channels. With the growing use of smart devices, Apps are fast catching up as a preferred mode to conduct online shopping. From startup to MNC's, companies are mainly targeting Apps, and it is easy to track and analyze the marketing data to generate more revenue with the help of shopping apps. An important question to ask in this context - and the focus of this study - is what factors influence customer satisfaction with shopping Apps? The data for this study was collected from 167 people throughout India and analyzed by using STATA software (Ordered Logistic method). Our results show that Design aesthetics, Information quality and Image appealing all significantly influence customer's satisfaction with the usage of shopping apps in India.