Socially Responsible Buyers' Online Trust on the Website and Their Level of Satisfaction

Abstract

The study focuses on a sample of 663 socially responsible online consumers from the Sonora, Baja California, and Sinaloa regions in Mexico. For the data collection, it was carried out during the months of April to August 2020, and an online questionnaire was used addressed to each of the residents of these regions between the ages of 20 and 55 and who are economically active. The objective of this manuscript is 1) to identify the effect that the website has on socially responsible buyers and their level of satisfaction; 2) to identify if socially responsible buyers have an effect on customer satisfaction; 3) on the other hand, to demonstrate if the buyer experience has a moderating effect between website security and socially responsible buyers; and 4) verify if the buyer experience has a moderating effect between socially responsible buyers and the level of customer satisfaction.