Constructing the Reserach Model of Determinants of Customer Satisfaction in Online Shopping: from the Perspectives of Justice Theory and Value Theory
Keywords:Justice theory, Value theory, Customer Satisfaction, Trust, online shopping
Under the circumstance of fierce competition in B2C market, how to increase customer’s satisfaction is crucial for sellers’ success and survival. Numerous studies have already affirmed that customer satisfaction should be taken as a main goal for running business. However, there is still a strong need for seeking a more comprehensive model to explain how customer satisfaction is actually provoked. The aim of this article attempts to explore the antecedents of customer satisfaction and how they related. In the research model, justice theory, perceived value, trust, and convenience are hypothesized to positively affect customer satisfaction in online shopping settings. This study concludes with theoretical and managerial implications, as well as in providing
directions for future research.
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