AFFECTING OF E-COMMERCE WEBSITES ON CUSTOMER SATISFACTION: A CASE STUDY OF HOME PRODUCTS USERS

Abstract

This study aims to find out how the website's design, the quality of the information, security, responsiveness, and trust all affect customer satisfaction in the context of e-Commerce website of home product users in the Thai population. The objectives of this study are to investigate web design, information quality, security, responsiveness, and trust toward customer satisfaction in e-Commerce websites in home products. Data was gathered through a customers of home products thru online survey, and 385 participants response from home product user were analyzed using the JAMOVI program. The research results indicate that web design, security, responsiveness, and trust are crucial factors affecting customer satisfaction towards e-Commerce websites of home products. However, information quality has insignificant affecting on customer satisfaction in e-Commerce websites of home products. The findings in this study suggest that e-Commerce websites should have a good design website of their home product contents accurately and quickly, responding to the customers properly.