End-user Acceptance of Online Shopping Sites in India

Online shopping sites have recently gained momentum in India. Since the ecommerce industry is in infancy state, customer (end user) satisfaction with the online shopping is the prime concern because decreasing customer satisfaction leads to negative electronic word of mouth (eWOM) which is very severe for the business. Through a dataset gathered from 127 online shopping customers in with respect to online shopping sites in India, this study investigates the role of website quality, information integrity and perceived behavioral control on customers' online experience, which in turn influences usage and satisfaction. One of the key results is that the online customer experience has a larger influence on satisfaction rather than usage.