Satisfaction determinants in the Greek online shopping context

Purpose – The purpose of this paper is to validate empirically the impact of seven literature‐based constructs on customer satisfaction using a sample from the Greek online shopping context.Design/methodology/approach – The authors test a set of hypotheses about the influence that the constructs have on overall satisfaction. Also tested are a set of hypotheses about the satisfaction influence on post‐purchase behaviour.Findings – The paper argues that product information quality and user interface quality have a significant impact on overall satisfaction, while service information quality, purchasing process, security perception and product attractiveness have only a positive impact. In addition, the findings reveal that customer satisfaction strongly affects post‐purchase behaviour.Research limitations/implications – The limited Greek respondent “tank” in combination with low internet and technology infusion in Greece, as well as the limited online market in Greece, are the study's main limitations. Comm...