석사학위논문 Study on Customer Satisfaction of Online Shopping in Uzbekistan

H8) There is a significant and positive relationship between perceived ease of use and perceived usefulness.
Satisfaction is an essential and crucial construct in marketing (Finn, & Wiley, 2000). It is an indispensable factor to increase repurchase intentions and to establish a long-term relationship between company and customers, particularly in online shopping (Lee, & Babin, 2008). (Wen et al., 2011) confirmed that satisfaction has a direct and indirect influence on consumers’ continuance intention. Satisfaction is a reliable and good predictor of purchase attitude (e.g., purchase intention, brand choice, repurchase intention, or continuance intention to use), which contributes a vital role (McQuitty et al., 2000; Oliver, 1993). Perceived ease of use is a user belief where a particular system must be explicable, easy to know, and free of effort (Davis, 1989; Jen & Hung, 2010). Hong et al. (2006) confirmed a significant relationship between perceived ease of use and customer satisfaction. Furthermore, ease of use, efficiency, reliability, communication, responsiveness, privacy, and security have a significant influence on satisfaction (Hammoud et al., 2018).