An Exploratory Study of Factors Affecting Customer’s Satisfaction on Online Shopping

In contemporary century - the century of Internet, E-commerce is more and more important. Few years ago, buying things on the Internet was still strange to Vietnamese people, but nowadays, they become a vital part of many consumers’ personal social life. Vietnamese people can buy almost every type of products on the Internet; however, their trust in online shopping is very tenuous. This paper identifies the factors that the online shopping enterprises need to focus on, which are Logistic services quality, Websites quality, Product quality, and Brand, in order to conquer the satisfaction of Vietnamese customers. By gathering information from 205 people at every ages and genders in Ho Chi Minh city, Vietnam via questionnaire, this research will apply deductive approach with quantitative research to testify the pre-assumed hypothesis. This study will contribute to understanding the consumers’ behaviors about buying things on Internet, as well as knowing how to gain the satisfaction of online customers. The weakness of this paper is the smallness of data collected for the survey, therefore, the will be an expansion of samples collected in the further research.