석사학위논문 Study on Customer Satisfaction of Online Shopping in Uzbekistan

H9) There is an exact connection between perceived ease of use and customer satisfaction.
Satisfaction is a key determinant in customer’s decision to continue or discontinue their association with the product or service (Chung and Shin, 2010). In an online environment, customer satisfaction is one of essential keys, leading to the increasing customer retention, and long-term growth of online stores (Chen et al., 2012) and intention to repurchase (Yiu et al., 2007). Perceived usefulness is defined as the extent to which a consumer believes that online shopping will enhance his or her transaction performance (Chiu et al., 2009). According to Davis (1989), individuals form behavioral intentions towards online purchasing based on a cognitive appraisal of how it will develop their shopping performance. Perceived usefulness has emerged as significant predictor of behavioral intention in TAM and is foremost factor affecting attitude towards online purchase (Celik, 2011). Bhattacherjee (2001) suggested that customers prefer to use a product or service when such usage is perceived to be useful one.