The Indian e-commerce market has been experiencing an unprecedented growth that has changed the consumer behavioral dynamics and consumer satisfaction levels. The research paper examines the effectiveness of various purchasing motive, which include utilitarian, hedonic, habitual, convenience and word of mouth as regards customer satisfaction within the Indian e-commerce setup. Based on a structured questionnaire that was given to the respondents (487 online shoppers), the study adopts Structural Equation Modeling (SEM) to test the proposed hypotheses of relationships between buying motives and the dimensions of customer satisfaction, such as delivery, after-sale service, website quality, security, and values offered.
The findings display that customer satisfaction is largely driven by utilitarian and convenience-based motives as the greatest drivers, and the hedonic, habitual, and word-of-mouth motives have a moderate but significant effect. Delivery performance and after-sale service came to be the most essential predictors of satisfaction among the elements of satisfaction. The model was shown to have acceptable fit and construct validity with both theoretical and practical implications.
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