Determination of factors influencing online satisfaction in Tizi-Ouzou, Algeria

Abstract

Using the Chi-square test, this study attempts to examine the influence of socioeconomic and demographic characteristics on the online satisfaction among 155 participants from Tizi-Ouzou in Algeria.

An online survey was conducted from July 20th, 2023 until January 25th, 2024. Moreover, gender, age range, academic level, and marital status, are the examined factors that could influence the satisfaction of electronic commerce users. The results unveil that these factors are independent of e-shopping satisfaction. In other words, the differences found are not significant

         The current study proposes paying greater attention to the less common characteristics (i.e., men, generations X and Z, married e-shoppers, and college students). Furthermore, it is encouraged to conduct a qualitative survey as a way for understanding motivation, behaviors, and previous experiences regarding e-shopping and satisfaction. In addition to that, it is recommended to increase the sample size, and study the behavior of participants from other cities.

Keywords: e-shopping, e-consumer, sociodemographic factors, Chi-square test, Algeria.