The Effect of Online Shopping Convenience on Customer Satisfaction, Behavioral Intention, and Electronic Word of Mouth (E-WOM)

Abstract

Online shopping activities in Indonesia have grown rapidly in the last five years. The convenience of shopping online plays a significant role in marketing and has become one of the main factors why people want to shop online. This study seeks to identify the primary dimensions of online shopping convenience (specifically, access, search, evaluation, transaction, possession/post-possession) that significantly contribute to enhancing customer satisfaction, behavioral intention, and fostering E-WOM. This study used 225 samples taken by purposive sampling from Shopee marketplace application users in Indonesia. CFA (Confirmatory Factor Analysis) and SEM (Structural Equation Modeling) Amos 24 were used to validate the measurement model and to evaluate the relationships in the model. The results reveal that all seven dimensions of online convenience had a significant positive effect on online convenience without such a large margin. Furthermore, it also indirectly positively affects online customer satisfaction, behavioral intentions, and E-WOM.