Comparing Customer Satisfaction: The Role of User Experience in Online vs Offline Shopping

Authors

  • Jayesh Sompura Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Paras Ramchandani Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Harsh Shriyal Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Bhavya Raithatha Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Rahul Chauhan Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Andino Maseleno Department of Information Systems, Institut Bakti Nusantara, Lampung, Indonesia
  • R. Rizal Isnanto Department of Computer Engineering, Diponegoro University, Semarang, Indonesia

DOI:

https://doi.org/10.38035/gijtm.v2i4.285

Keywords:

Consumer behavior, Omnichannel shopping, Demographic influence

Abstract

This research explores the influence of demographic factors, specifically age and income, on consumer preferences and behavior regarding online and offline shopping. Using a sample of 114 respondents from Ahmedabad, the study assesses the satisfaction, convenience, and trust associated with both shopping modes. ANOVA analysis reveals that while age and income significantly affect online enhancements and offline convenience, other factors like trust and barriers remain relatively consistent across demographics. The results emphasize the importance of omnichannel strategies, blending the convenience of online shopping with the tactile and trust-based advantages of physical stores. Future research should explore additional demographic and psychological variables, as well as the adoption of advanced technologies like augmented reality (AR) in shopping, to better understand the evolving consumer landscape. The findings offer global insights relevant to both emerging and developed markets.

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Published

2024-11-04

How to Cite

Sompura, J., Ramchandani, P., Shriyal, H., Raithatha, B., Chauhan, R., Maseleno, A., & Isnanto, R. R. (2024). Comparing Customer Satisfaction: The Role of User Experience in Online vs Offline Shopping. Greenation International Journal of Tourism and Management, 2(4), 250–259. https://doi.org/10.38035/gijtm.v2i4.285

Issue

Vol. 2 No. 4 (2024): (GIJTM) Greenation International Journal of Tourism and Management (December 2024 - February 2025)

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Copyright (c) 2024 Andino Maseleno, R. Rizal Isnanto, Rahul Chauhan, Jayesh Sompura, Paras Ramchandani, Harsh Shriyal, Bhavya Raithatha

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