Exploring Antecedents Influencing Internet Shopping Satisfaction: The Case of the Apparel Industry

With Internet shopping gaining more attention and momentum, a better understanding of the online consumer is now in the forefront of most retail strategies. The growth of online retailing or Internet shopping has provided the apparel industry with additional avenues to reach the consumer. Previous research has shown that consumers’ intent to purchase online is highly driven by their satisfaction. But, what variables influence e-satisfaction? After two extensive pre-test surveys, a very large sample of students and community members were used to solicit and understanding of many variables on E-satisfaction. The regression analysis results indicate Experience and Shopping Innovation had the strongest effect on E-satisfaction while all other variables Interest, Perceived Usefulness, Attitude, Tactile Importance, and Convenience are significant. Results indicate that if consumers have positive predispositions and interests toward online shopping, then they are more likely to be satisfied with the shopping outcome. From a strategic point of view, the challenge is for marketers to engage its target in order to enhance positive attitudes and maintain their interest with the product. Similarly, because consumers are becoming more familiar with online shopping, the perceived risk has perhaps been minimized. Less apprehension regarding online shopping has led to more satisfaction because of shopping innovativeness and usefulness.