Assortment satisfaction: The tale of online footwear sales

Abstract The objective of this study is to investigate the factors that influence consumer's assortment satisfaction during online purchase of footwear. A descriptive research design was used to collect data from 458 samples using stratified sampling, from online footwear shoppers. Residual analysis confirmed data normality. Structural equation modeling showed a significant impact of product display and price comparison upon assortment satisfaction. Further, a multi group analysis affirmed that the model remains invariant across the categorical variables gender, cohabitance and work status. Arguably this is the first paper which establishes a link between product display and price comparison upon assortment satisfaction during online footwear purchase.