This research aimed to investigate site quality influence on customer satisfaction as well as the role of customer satisfaction in forming shopping intention, which can turn into actual and continuous usage of online shopping. Data was collected from 382 Ghanaian online consumers. The findings highlight the significant importance of site quality and customer satisfaction in online shopping. Additionally, shopping intention directly affected both actual usage and continuous usage, and there was a direct effect between actual usage and continuous usage. The mediation role of shopping intention and the study contributions are presented.
Cite this paper
Gbolonyo, P. K. , Darkwa, B. F. , Antwi, S. and Adjei, E. O. (2022). To Shop Online or Not: The Role of Site Quality on Customer Satisfaction. Open Access Library Journal, 9, e9234. doi: http://dx.doi.org/10.4236/oalib.1109234.
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