Factors Affecting Customers Satisfaction On System Quality For E-Commerce

Abstract

Online shopping has been experiencing its golden years and becoming one of the potential contributors in E-Commerce. Many countries reported their success in adopting E-Commerce and declared that it contributed to the economic growth. However, there are a lot of factors influencing both the success and the failure of E-Commerce adoption. The past investigations on E-commerce adoption are focused on the service quality on customer satisfaction. Currently many E-commerce sites still commit a number of errors in system usability design and studies focusing on system quality in improving E-Commerce adoption are still missing. System quality as one of influencing variables should be discovered to examine how it affects the customer satisfaction and brings the tips to the designer for future improvement. This study focuses on system quality that aims to combine the four factors affecting the consumer satisfaction in one model. The factors of search function, rating function, review function and product recommended function are selected as the dimensions of system quality. The objective of this study is to investigate the relationship between these factors on customer satisfaction in buying E-Commerce products. A quantitative research method is adopted for this research. Five likert scale questionnaires are structured to obtain information and opinions from respondents selected at the Universiti Kebangsaan Malaysia. The descriptive analysis and Pearson Correlation Analysis are applied from SPSS 22 to generate the results. The finding of this project concludes that among the different factors identified, review function maintained to be the critical reason that changes or shifts the customer's satisfaction, and affects customer purchase decision making processes. Other than the rating function, search function and product recommended function also have positive strong form of impacts on the customers' satisfaction of system quality for e-commerce.