Department of Sociology & Psychology

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Browsing Department of Sociology & Psychology by Subject "Internet Dependency"

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    Influence of Perceived Website Quality, Trust Propensity, and Internet Dependency on Customer Satisfaction in the Use of Online Shopping platforms
    (Lead City University, 2023-12) Rosemary Ngozi AYOWE
    The evolving technology has given rise for purchase of goods and services to be conducted over the internet. Although it presents a high rate of convenience, it is still faces socio-economic challenges in a country like Nigeria. Hence studies have focused on acceptance of online shopping neglecting customer satisfaction. Thus this research investigated Customer Satisfaction with online shopping and how it is informed by Website Quality, Trust Propensity, and Internet Dependency. This study was guided by expectancy disconfirmation theory to propose how respondents’ expectation and evaluation of performance of an online shopping platform inform customer satisfaction. The study adopted a cross-sectional design using a survey method. A total of 376 online consumers were selected using convenience sampling for this study. The respondents’ ages ranged from 18-58 years. Data was collected using a standardized questionnaire. Five hypotheses were tested using multiple regression analysis, t-test and analysis of variance. The result from the analysis indicated that, there is significant joint influence of website quality, trust, and internet dependency on customer satisfaction among consumer, R2 = .440, F (3,350) = 91.536, p < .01. The results also indicated that website quality (β = .606), propensity to trust (β = .124) and internet dependency (β = .130) independently predicted customers’ satisfaction. Finally the results showed there was no significant difference with customer satisfaction between generation, X, Y, and Z, F (2, 351) = 1.612, p > 05. Based on these findings, it can be concluded that respondents assess the quality of the shopping website in order to determine their level of trust in the website. The study therefore recommended that the e-commerce sector should identify and tackle challenges relating to security and website ineffectiveness, to ensure that customers can trust and use online shopping medium with ease. Keywords: Website Quality, Trust Propensity, Internet Dependency, Customer Satisfaction, Online Shopping. Word Count: 293