Factors Affecting Customer Satisfaction on Shopee

Abstract

There are several elements that have a direct impact on the level of enjoyment that consumers derive from online shopping. Consequently, the purpose of the present study was to investigate the personal experiences of Shopee users and the elements that influence their degree of satisfaction. The result of this study is expectantly to allow Shopee to strengthen their business policy and practices on how they can provide better service to the customer. A total of 162 Shopee customers who met the study's eligibility standards were asked to complete a series of questions. Using descriptive, correlational, and ANOVA analyses, the questionnaire data were examined. This study employed four independent variables: perceived usefulness, perceived usability, perceived trust, and perceived convenience. These independent variables were derived from the Technology Acceptance Model (henceforth TAM) and their link to the dependent variable, namely Shopee customer satisfaction, was examined. The findings indicate that all variables were significantly correlated. The findings further revealed that perceived trust and perceived usefulness of use are the highest determinants of consumer satisfaction. The results of this study lead to a better understanding of the level of consumer satisfaction with online shopping services, particularly Shopee. Future research could be extended to a variety of online shopping platforms for comparison. Intervening variables could have also been included such as psychological, emotional, attitudes and others as to obtain a more comprehensive result.