Assessing Customer Satisfaction And Acceptance On Perishable Goods In The Telepresent Environments

Main Article Content

Yoon C. Cho

Keywords

E-Commerce, Customer Attitude, Telepresence, Product Category, Satisfaction, Willingness to Purchase

Abstract

Customer satisfaction and willingness to purchase a product in the telepresent environment varies based on how attributes of the products are easily determined. Considering the impact of the telepresent, this study explored factors that affect customer satisfaction and willingness to adopt perishable goods. This study also considered customer satisfaction and willingness to purchase products based on their previous experiences with online or other interactive home shopping wherein they encountered limitations in delivery of certain features or product attributes. The purpose of this study is to examine factors that affect customer satisfaction and willingness to purchase perishable goods in the online environment and how experiences with sensory goods (besides perishable goods) from online and other interactive home shopping channels affect satisfaction and willingness to purchase perishable goods. Surveys were conducted and statistical analyses, such as factor, regression, ANOVA, and ANCOVA, were applied to investigate the findings. Further, this study provides managerial and theoretical implications and offers suggestions for e-businesses.

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