석사학위논문 Study on Customer Satisfaction of Online Shopping in Uzbekistan

II. Literature review and research framework

It is known to everyone that in order to solve the problem we need to analyze the main causes of it, at first. Satisfaction tends to the perception of pleasurable fulfillment in the customers’ transaction experience. In this study, we have used e-satisfaction as a compose which is “based on the sum of customer satisfaction on each purchase and consumption experience with a good or service over a period” (Oliver et al, 1997). Therefore, amused customers tend to have more repurchase intentions, often more tendency and eager to recommend goods or services to their acquaintances relative to those customers who are not satisfied (Verhoef et al., 2002). The internet offers benefits which help consumers to become more efficient and effective towards online shopping. Consumer’s efficiency can be enhanced by online shopping to provide rapid access to product related information, saving consumers time, effort and money, quality of the product, and shopping experience (Mason et al, 1998).