Information Systems and e-Business Management

, Volume 16, Issue 1, pp 57–91 | Cite as

The influence of website functionality, drivers and perceived risk on customer satisfaction in online shopping: an emerging economy case

  • Urvashi Tandon
  • Ravi Kiran
  • Ash N. Sah
Original Article


The study analyzed website functionality, perceived risk and drivers of online shopping to evaluate their impact on customer satisfaction in India. The study empirically validates ease of ordering, Cash-on-delivery mode of payment, website functionality and different facets of perceived risk with Unified theory of acceptance and use of technology 2 (UTAUT2) (Venkatesh et al. in MIS Q 36(1):157–178, 2012). Findings of the study revealed that perceived risk had a negative relation with customer satisfaction where as the website functionality and drivers were positively associated with customer satisfaction. The research will help online retailers to recognize the important success factors that instill confidence among the consumers in developing economies. The study will also help online retailers to focus in the right direction to eliminate threats and convert non shoppers to online shoppers. The study throws light on a new aspect to research by validating the role of cash-on-delivery (COD) mode of payment as a construct and ease of ordering as new dimension to UTAUT2.


Customer satisfaction UTAUT2 Perceived risk Drivers of online shopping Website functionality Online shopping India 


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© Springer-Verlag Berlin Heidelberg 2017

Authors and Affiliations

  1. 1.School of Humanities and Social Sciences (SHSS)Thapar UniversityPatialaIndia

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