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Purpose: The central idea of this paper is to study the satisfaction of the customers towards online shopping and understand their problems while shopping online. Design: Primary data was collected by 203 sample respondents from Mangalore city, Karnataka State. Secondary data was collected from journal papers, books & web pages. The data was analysed by running through SMARTPLS 3.0 software. Measurement model and Structural model was developed and IPMA analysis were used as statistical tools. Findings: The outcomes of the study states; Perceived Value, Service Quality and System Quality affects Customer Satisfaction. However, service quality requires more improvement as per IPMA analysis. Originality/Value: The results of the study will help the online stores to frame feasible strategies keeping in mind the interests of all the stakeholders in this sphere. Type of Paper: Empirical Analysis |
