International Journal of Research Studies in Management
CollabWritive Special Issue
2023 Volume 11 Issue 7
Available Online: 25 August 2023
Author/s:
Li, Sijie
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (Sijie0822@163.com)
Abstract:
This study which was conducted among the customers of five (5) online shopping platforms in Shanghai, China using the purposive sampling technique, was conducted with the objective of assessing the online shopping experience, brand familiarity, and online customer satisfaction specifically among millennials in China. The study used a descriptive correlational research design, collecting data through a 500-member questionnaire survey. The primary aim was to develop an effective online marketing strategy tailored to this demographic. Based on the study findings, the customers find online shopping convenient, trustworthy, and are inclined to make future purchases. The study found a positive relationship between website brand familiarity and online customer satisfaction. Online customer satisfaction was influenced by various factors including shipping and delivery, pricing, quality, security, and time-saving benefits. The study examined the relationships between online shopping experience, website brand familiarity, and online customer satisfaction, and it suggests that there are significant connections between these variables.
Keywords: online shopping, brand familiarity, customer satisfaction, millennials, online marketing
DOI: https://doi.org/10.5861/ijrsm.2023.1084
Cite this article:
Li, S. (2023). Online shopping experience, website brand familiarity and online customer satisfaction: Inputs to online marketing strategy enrichment framework. International Journal of Research Studies in Management, 11(7), 63-72. https://doi.org/10.5861/ijrsm.2023.1084