The Impact of Online Shopping on Consumer Satisfaction: A Literature Review

Abstract

Advancements in technology lead to societal changes, resulting in evolving needs and diverse desires, particularly in the realm of shopping. The prevalence of online shopping is on the rise, especially among individuals who regularly utilize Internet services. This method of shopping can be conveniently conducted through various devices such as smartphones, tablets, and laptops connected to the internet. Ensuring consumer satisfaction is paramount for success in the online business landscape and crucial for staying competitive. This study aims to explore the impact of online shopping on consumer satisfaction, along with the factors contributing to the unique satisfaction derived from online shopping experiences. Employing the literature review method, this research conducts a thorough exploration of existing literature using platforms like Google Scholar. Initially, a search using the keywords "online shop, consumer satisfaction" yielded 52,200 scholarly articles. Following a selection process based on predefined criteria, only five journals were deemed relevant for inclusion in this study. The findings underscore the significant influence of online shopping on consumer satisfaction, which plays a pivotal role in shaping the trajectory of online commerce. The convenience and efficiency afforded by online shopping, sparing consumers the need to invest extensive time and energy, emerge as key drivers behind consumer preference for this mode of shopping. Consumer satisfaction is further delineated by factors such as alignment with individual preferences and needs.