A study on moderating effect of Customization on Antecedents of Customer Satisfaction in Online Apparel shopping

Abstract

During the past ten years, the Internet has grown in popularity as a conduit for shopping, and it is benefiting the retail industry. The e-commerce market in India is expanding across all product categories. Consumer spending on garment websites is increasing, creating a competitive revenue environment in this area that was formerly controlled by physical retailers.

The aim of this study is to identify statistically significant factors that influence customer satisfaction in online apparel shopping and examine the moderating impact of customization on the relationship between satisfaction and the identified factors. There were 226 respondents in the sample. The model's validity was examined using confirmatory factor analysis, and the model's main and interaction effects were determined using moderated regression analysis.

This study identified five potential antecedents of satisfaction: perceived usefulness, perceived value, trust, hedonic motivation, and COD mode of payment. All the identified predictors, i.e., perceived usefulness, perceived value, trust, hedonic motivation, and COD mode of payment, were the significant drivers of customer satisfaction. The results of the study indicated that customization moderates the relationship between customer satisfaction and trust and the influence of perceived value on customer satisfaction.