Exploratory factor analysis identifies key influences on online customer satisfaction, highlighting risk reduction's importance.
This paper attempts to identify the determinants of online customer satisfaction and the relationship between the determinants and the subject by means of exploratory factor analysis (EFA) & multiple regression․ A total of 405 online customers were surveyed․ The EFA resulted in four factors which explained 54․31% of the total variance․ The results from the multiple regression analysis have shown that online consumer satisfaction is considerably influenced by security/privacy concerns‚ price fairness‚ convenience‚ information quality‚ and trust; security/privacy concerns were found to be the most significant predictor․ The overall model accounts for 60․5% of the variance in customer satisfaction․ It finds that customers care more about risk reduction than service quality aspects․
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Akhter Mst. Momena (2025) studied this question.
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