The Effect of Web Usability and E-commerce Security on Customer Satisfaction and Purchase Decision
摘要
This study was conducted to see the effect of customer satisfaction with the e-commerce platform and how it faces customers in case of service quality, web usability, and e-commerce security. The customer’s choice of the e-commerce platform and its influence in determining the services it offers. In this study, a simple random sampling methodology is combined with probability sampling. It is claimed to be simple since the population is randomly sampled without taking into account the strata that exist within the population. The analysis carried out is a quantitative research with structural equation modelling (SEM). Non-probability sampling was used to enlist respondents. The results indicated that the quality of the e-commerce platform, web usability, and security had a significant as well as positive effect on customer satisfaction and purchase decisions. Finally, customer satisfaction effects the purchase decisions positively and significantly Customer satisfaction is proven to mediate the relationship between web usability quality, e-commerce security, and purchase decisions.