EXPECTED BENEFITS AND E-SHOPPING PROCESS SATISFACTION: THE MODERATING ROLE OF GENDER
1
Author(s):
K.G.SANKARANARAYANAN
Vol - 1, Issue- 3 ,
Page(s) : 77 - 83
(2010 )
DOI : https://doi.org/10.32804/IRJMST
Abstract
The benefits expected from e- shopping are likely to have a role in determining the e- shopping process satisfaction. Generally higher the expectations, the lower will be the satisfaction because it is difficult to meet higher expectations. Here an attempt is made to find out the impact of expected benefits on e- shopping process satisfaction and to identify the role of gender in influencing the relation between expected benefits and e- shopping satisfaction. The study finds that the expected benefits of e-shopping enjoyment, ease of use, substitutability and convenience are important in predicting the e -shopping satisfaction. The lower the expectations the higher the satisfaction. Expectation of enjoyment is negatively related with e shopping process satisfaction for males while it is not an important factor leading to satisfaction for females.
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