Consumer perceptions of the convenience of online shopping: a correlational study
DOI:
https://doi.org/10.36390/y6bsmr57Keywords:
Consumer perceptions, shopping convenienceAbstract
This study analyzes consumer perceptions of the convenience of online shopping based on 10 factors: access convenience, search convenience, evaluation convenience, customer service/convenience, transaction convenience, ownership convenience, post-ownership convenience, online satisfaction convenience, behavioral intentions, and e-word of mouth (e-WOM). The findings on the correlation between online convenience and online consumer satisfaction (resulting from reducing the 10 factors to 2) are also presented. The study employed a quantitative, correlational approach using online surveys of 1,091 residents of Maracaibo, employing a Likert scale. The methodology ensured statistical robustness with a 99% confidence level and a quota sampling method distributed by parish. The high levels of approval for convenience and satisfaction (averages between 1 and 2) confirm that e-commerce reduces transaction costs through intuitive navigation and 24/7 availability. The strong Spearman correlation (0.825) demonstrates that practicality is the primary driver of user satisfaction, supporting theoretical models such as the Technology Acceptance Model (TAM) and Resource-Based Theory (RBT). This strategic relationship suggests that operational efficiency in emerging economies is key to overcoming technological gaps and building customer loyalty. In a robust sample, it is concluded that ensuring a seamless experience from search to after-sales service is fundamental for sustainable digital growth.
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