Determinants of e-commerce customer satisfaction: mediating role of IT innovation acceptance

Abstract

PurposeThe study aims to identify the determinants of customer satisfaction in the electronic commerce (e-commerce) industry in Bangladesh. It also investigates whether acceptance of IT innovation mediates the relationship between the determinants of e-commerce and customer satisfaction.Design/methodology/approachA survey questionnaire had been designed and distributed among the customers of e-commerce businesses. Data were collected from 408 respondents, who were mostly from urban areas of the country. The collected data had been analysed with the application of the partial least square approach using SmartPLS4. First, the measurement model was applied to determine the validity and reliability of the dataset. Then, the structural model was utilized to justify the hypothesis.FindingsThe results showed that customer service, perceived ease of use and customer trust in e-commerce services have a significant positive impact on customer satisfaction. The acceptance of IT innovation, which showed a positive influence on customer satisfaction, enhanced customer satisfaction when accompanied by perceived ease of use and digital literacy.Practical implicationsThe results would have valuable insight for the e-commerce business in designing their products and services and taking policies to achieve long-term customer loyalty.Originality/valueThis is the first study that incorporates IT innovation acceptance as a mediating variable. Although a number of factors have been identified as the determinants of customer satisfaction, the specific mechanism of IT innovation acceptance as a mediator between predictors and customer satisfaction is unique in this study.