PERCEPTION OF ONLINE SHOPPING IS CONVENIENCE OR COMPROMISE? A STUDY IN KANYAKUMARI DISTRICT
DOI:
https://doi.org/10.29121/shodhkosh.v5.i6.2024.4583Keywords:
Compromise Shopping Experience, Online Shopping, Trust Quality, Customer Service, Security, Kanyakumari District, Consumer Behaviour.Abstract [English]
This research examines the compromise shopping experience in online shopping, with reference to several factors including trust quality, security, customer service, and encounter issues. The research seeks to establish which factors contribute significantly to consumer attitudes and behaviour towards online shopping experiences. Data was gathered from 167 participants in Kanyakumari District, and the analysis was done using the Jamovi software to carry out several statistical tests. The results indicate that trust quality positively affects the compromise shopping experience significantly, while other variables such as security and encounter problems lack a statistically significant influence. The study highlights the role of trust quality in online shopping behaviour and offers implications for e-commerce sites to enhance customer satisfaction.
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