Antecedents of E-Satisfaction in Online Retailing: A Conceptual Framework

Abstract

The purpose of this study is to explore antecedents of e-satisfaction, specifically in e-retailing space and propose a theoretical framework to model e-satisfaction.This study is conceptual in nature, it analyses the current situation in Indian context based on secondary data collected from various researches, publications, reports etc.Through this review and analysis the author found that various dimensions of e-service quality like ease of use, convenience, product offerings and information, website design, system availability, e-fulfillment, efficiency, costeffectiveness, responsiveness, ease of contact and return are important antecedents of esatisfaction.Based on the review of literature a theoretical four factor model of e-satisfaction is proposed that consists of technology mediated factors, convenience, merchandising and after sales service.This study contributes to e-commerce literature by proposing a theoretical model of e-satisfaction that may be tested empirically in future to provide valuable insights to the marketers as well.