Sustainbale media richness and consumer mindset effects on womens online shopping satisfaction and shoping behavior

The purpose of this study is to investigate the relationship between sustainable media richness and online shopping behavior, with the role of online shopping satisfaction and information privacy concern. This study used the quantitative exploration approach. A sample of 350 individuals was gathered through a survey. The survey was conducted using an online questionnaire. For analysis, PLS-SEM was used as a method of estimation. The findings of this study indicated that the sustainable media richness is the most relevant and significant element that positively influences the online loyalty and the online shopping behavior of the internet buyers, while information privacy concern has a negative impact on the customer loyalty and their online shopping behavior. This study provides implications for researchers, particularly with respect to the requirement for more exploration on the issues of better media richness, data protection, and private information privacy, which have a direct impact on the online loyalty and online shopping behavior of online buyers. This study helps the web promoting industry in settling media mechanisms for advertising practice troubles, for example, internet selling utilization of individual data, the issue of data protection with outsiders, etc. These backings of online advertisers in expanding customer loyalty and settling buyer correspondence give that edge during online purchasing. This study provides a guideline to service providers to help them make decisions about how to create loyal followings. The study also examined how the online purchasing behavior of e-commerce buyers is directly impacted by the richness of the better media. This is our new advancement because of this exploration paper.