Volume 10, Issue 2, February – 2025 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165 https://doi.org/10.5281/zenodo.14965825

Customer Satisfaction and Trust on E-Shopping

Influencing Young Adults in Chitrakoot District of
Uttar Pradesh
Daleep Kumar1; Dr. Santosh Kumar Arsiya2; Nagendra Shankar Srivastava3
1
Assistant Professor, Department of Management Studies, J R D State University, Chitrakoot (U.P.)
2
Assistant Professor, Department of Business Management, Mahatma Gandhi Chitrakoot Gramodya
Vishwavidyalaya, Satna (M.P.)
3
Assistant Professor (Guest), Department of Management, G B A M S, Mirzapur (U.P.)

Publication Date: 2025/03/07

Abstract: From a business and promoting point of view, as per Nelson (2022), fulfilled clients share their encounters about
an organization or business with others. A comfort test of 193 reactions was gathered in Chitrakoot district of Uttar
Pradesh and the whole course of information assortment and examination required roughly three months finishing.
Additionally, respondents' responses have been gathered through the use of a questionnaire survey. Every one of the
information acquired has been dissected by different measurable techniques in Factual Bundle for Sociologies (SPSS). The
unwavering quality of the information was checked by dependability examination. Additionally, descriptive analysis was
used to describe the research paper's fundamental data characteristics; furthermore, regression analysis has been used to
investigate the hypothesized connections between the variables.

According to the findings, customer satisfaction is only influenced by information quality and e-service quality. It was
likewise found that consumer loyalty emphatically influences electronic trust. In contrast, the findings demonstrated that
customer satisfaction did not depend on website design or security. Overall, this research paper's findings will assist
marketers in making decisions and developing and implementing effective online marketing strategies.

Keywords: E-Commerce, Customer Satisfaction, Website Design, Security, Quality of E-Services, Information and Electronic
Trust.

How to Cite: Daleep Kumar; Dr. Santosh Kumar Arsiya; Nagendra Shankar Srivastava (2025) Customer Satisfaction and Trust
on E-Shopping Influencing Young Adults in Chitrakoot District of Uttar Pradesh. International Journal of Innovative Science and
Research Technology, 10(2), 1584-1589. https://doi.org/10.5281/zenodo.14965825

I. INTRODUCTION India are between the ages of 16 and 64, and they utilize the
web from their homes or work environments. The enormous
“India is the second largest online market in the world, number of online client’s exhibits that consumer loyalty is a
after China, with over 560 million Internet users. It was critical considers online business benefit.
assessed that by 2023, the nation would have more than 650
million Web clients”. The country's internet penetration rate According to Nelson (2022), previous studies have
was approximately 50% in 2020, despite the large number demonstrated that when customers are gratified with a
of internet users. This really intended that about portion of business or service, they are additional expected to mention
the 1.37 billion Indians approached the Web that year. When it to others. Consequently, the business must remember the
compared to just five years ago, when the rate of Internet fulfillment of its clients as it will keep up with the electronic
penetration was approximately 27%, the accessibility of the trust of the clients as well as draw in the likely clients (Guo
Internet has steadily increased. et al, 2022). According to Guo et al. (2022), online
businesses ought to be well-modified in light of the
An examination led by the Indian Market Affiliation industry's precedent for customer satisfaction because there
uncovered that the web-based shopping market in India is are a few significant factors that determine customer
supposed to develop. This will prompt furious contest on the satisfaction. When these elements are seen effectively, there
lookout. Online businesses need to find efficient ways to will be an expansion in consumer loyalty and thus the
satisfy their customers' wants and needs if they want to presentation of the business will get to the next level.
remain competitive. More than 896.5 million individuals in

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Volume 10, Issue 2, February – 2025 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165 https://doi.org/10.5281/zenodo.14965825

The goal of this examination paper is to figure out the on-delivery system are the top reasons for e-commerce
variables influencing consumer loyalty in web-based or online shopping. A portion of the issues of e-
shopping in Chitrakoot area (Uttar Pradesh), particularly promoting remember high reliance for innovation,
among the youthful grown-up age in the age gathering of 18 security issues and a large number of protective
to 35 years. In addition, this research paper investigates the measures and so on. E-commerce, on the other hand, has
connection between electronic trust and customer a lot of potential in India because so many people use the
satisfaction in an online shopping environment. This internet. E-marketing will be used in the country to
research paper's findings can help marketers make better accomplish this. There is a significant opportunity for e-
decisions about their strategic plan for online marketing. In marketing in India due to the rising number of internet
addition, this research paper's findings provide marketers connections and users. India has the second most internet
with fundamental information. Most outstandingly, online connections of any country in the world.
marketers can avoid spending valuable resources on features
of online retail that do not improve customer satisfaction  K Sangeetha (2025) researched on e-marketing and
and electronic trust. It will help online retailers grow their found that there are different types of e-marketing like
businesses over the long term by gaining customers' trust transactional email, direct email; in case of transactional
electronically. email there is communication between customer action
and organization. The main purpose of such emails is to
II. LITERATURE REVIEW communicate to the customer to take action and develop
a relationship. In case of direct email, the company sends
The literature review also includes a review of the mail to the customer informing them about various
literature related to the impact of Internet marketing on promotions offered by the company. Thus, direct mail is
customers and its agreement with business perception. It more personal and focused. It helps in customizing sales
provides an analytical evaluation of various ideas associated based on the wants and needs of the consumer. Online
with Internet Marketing. shopping is a trend today, which marketers cannot
“Internet marketing is becoming an increasingly ignore.
important topic in every business sector and is slowly
playing a really important role in any company's multi- A. Objective
channel marketing strategy. However, how to implement
internet marketing specifically, how to use it to attract more  To study of effects on young adults' electronic trust in
visitors to a particular website is still a big question for online shopping.
many advertisers. A comprehensive literature review is  To examine the reasons that impact “customer
performed on concepts and theories related to Internet satisfaction” in the Chitrakoot district of Uttar Pradesh.
marketing”.
B. Hypotheses
 Mustafa (2021) evaluated various factors of e-
commerce gratification, trust and research paper in Saudi  H1: “Website design has a positive effect on online
Arabia. He classified them into four elements namely shopping satisfaction in Chitrakoot district (Uttar
user interface, information quality perceived security and Pradesh).”
customer privacy. These factors together determine e-  H2: “Safety has a positive effect on satisfaction of online
customer satisfaction, e-customer trust. These two shopping in Chitrakoot district (Uttar Pradesh)”.
factors determine e-customer loyalty. User interface  H3: E-service quality has a positive effect on online
means the extent to which communication takes place shopping satisfaction in Chitrakoot district (Uttar
between the customer and the service provider and the e- Pradesh).
marketers. It also depends on how often customers visit  H4: Positive effect of information quality on satisfaction
websites and online networks. The quality of information of motive towards online shopping in Chitrakoot district
also affects customer satisfaction and trust. Security and (Uttar Pradesh).
privacy are two other important factors driving customer  H5: Online shopping satisfaction has a positive effect on
satisfaction and trust. Thus, in order to win over the electronic trust in Chitrakoot district (Uttar Pradesh).
customers and provide maximum satisfaction the
marketers should provide these facilities. Marketers
III. METHODOLOGY OF RESEARCH
should create more trust and confidence among the
customer for online shopping. This will help them to
“In order to test the relationships hypothesized in the
allay consumer apprehensions about online shopping. proposed conceptual framework, six variables—website
Customer trust is the main factor in e-marketing and this design, security, e-service quality, information quality,
trust comes through web site, content and interaction
customer satisfaction, and electronic trust—are
with consumers.
operationalized in this research paper”. The sample and
scale of the questionnaire were adapted from the literature
 Gangeshwar (2023) looked into Indian e-commerce, its on the subject of this research paper in order to guarantee
current state, and its potential future. Fastest delivery, and improve its validity. Because it is thought that the scales
low prices or high discounts, a wide selection of branded
and measurements used in the existing literature are reliable.
and non-branded goods, cash back guarantee, and a cash-

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Volume 10, Issue 2, February – 2025 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165 https://doi.org/10.5281/zenodo.14965825

For data collection, a survey questionnaire was responses were taken out of the sample. 180 responses were
utilized. A method of convenience sampling has been used. kept for the purpose of the final statistical data analysis.
In the Chitrakoot district in Uttar Pradesh, 200 polls were
given out to youthful grown-ups between the ages of 18 and Fig 1 Depicts the Proposed Conceptual Framework as
35. A total of 193 questionnaires were collected, with a a Result of a Review of the Preceding Studies.
response rate of 0.96%. After preliminary data analysis, 13

Fig 1. “Conceptual Framework for the Research Paper”

IV. DATA ANALYSIS AND INTERPRETATION

 Demographic Profile of Respondents

Table 1 Gender
Gender Percent Frequency
Valid Male 77 42.8
Female 103 57.2
Total 180 100.0

The respondents' demographic profile is summarized in the table above. According to the data in the table, 57.2 percent of
respondents are female and 42.8 percent are male.

Table 2 Age
Age Frequency Percent
Valid 18‑23 year 64 35.6
24 ‑29 year 76 42.2
30‑35 year 40 22.2
Total 180 100.0

The respondents' demographic profile is summarized in the table above. According to the data presented in the table, the
majority of respondents are between the ages of 24 and 29 (42.2%), followed by those between the ages of 18 and 23 (35.6%).
whereas 22.2 percent are between the ages of 30 and 35.

Table 3 Level of Education

Frequency Percent
Valid 12th or below 12th 14 7.8
Graduate 104 57.8
Post Graduate 24 13.3
Professional qualification 18 10.0
Other qualifications 20 11.1
Total 180 100.0

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Volume 10, Issue 2, February – 2025 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165 https://doi.org/10.5281/zenodo.14965825

The respondents' demographic profile is summarized in the table above. As introduced in the table, generally speaking
among the respondents, 57.8 percent of the respondents held an undergrad capability (e.g., certificate or degree), 13.3 percent of
the respondents with postgraduate capability (e.g., expert's or doctorate certification); and 11% and 11%, respectively, possessing
professional and other credentials.

Table 4 Online Shopping

Online Shopping Percent Frequency
Valid once in a week 6.1 11
In month 1 to 3 times 46.1 83
In month 2-3 times 30.0 54
In month 4-6 times 9.4 17
Twice a year or less 8.3 15
Total 100.0 180

The respondents' demographic profile is summarized in the table above. According to the data in the table, the respondents to
this research paper are considered to be quite familiar with the online shopping environment because 46.2% of them have at least
one shopping experience within the past month. This is in response to the frequency with which the respondents shop online.
Online shopping is done three times a day, and 30% of respondents shop online once every two to three months. On the other
hand, just 6.1% of respondents shop online at least once per week.

 Hypothesis Testing

Table 5 Standard Deviation and Mean

Variables Standard Deviation Cronbach Alpha Mean
“Website Design” 1.371 0.870 4.168
“Security” 0.817 0.923 4.066
“E-Sewa Quality” 0.735 0.932 4.079
“Information Quality” 0.659 0.873 3.212
“Customer Satisfaction” 0.193 0.700 3.160
“Electronic trust” 0.282 0.750 3.881

The mean and standard deviation of the various variables in this research paper are depicted in the aforementioned table. The
mean scores for the factors went from 3.160 to 4.168, and the standard deviations for the scores went from 0.193 to 1.371. By and
large, the mean and standard deviation values show a genuinely limited spread of pieces of information around the mean. The
variables' Cronbach's alpha values are as follows: Web design received a score of 0.870, followed by security (0.923), e-service
quality (0.932), information quality (0.873), customer satisfaction (0.7), and electronic trust (0.7). Clearly, the reliability values
were above the 0.7 minimum that was recommended. The descriptive analysis revealed, taken as a whole, that the variables used
in this research paper satisfied the statistical requirements.

Table 6 Coefficient Summary

Unstandardized Coefficients Standardized Collinearity Statistics
Model Coefficients t Sig.
B S. Error Beta Tolerance VIF
(Constant)Electronic trust 3.059 .089 34.464 .000
Website design .024 .029 .089 .828 .409 .452 2.214
Security -.027 .026 -.114 -1.034 .303 .426 2.347
E-Help Quality -.062 .024 -.287 2.639 .009** .441 2.265
Information Quality .088 .031 .335 2.839 .005** .375 2.664

All of the independent variables have confidence level high confidence level. In the meantime, Robert (2017) found
(Tolerance) values greater than 0.1, as shown by the that as long as the variance (t) factor values do not exceed
collinear statistics in the preceding table: Design of the 10, there is no multiple Collinearity issue for any of the
website (0.452), security (0.426), quality of the e-service independent variables. These have the following factor
(0.441), and quality of the information (0.375). The values (v): Quality of e-services (2.265), information quality
confidence level (Dependent Variable) is the percentage of a (2.664), and design of the website (2.214).
predictor's variance that cannot be represented by other
predictors, as stated by Bruin (2016). According to Bruin From the above table it very well may be reasoned
(2016), a confidence level value greater than 0.1 indicates that, the t-an incentive for web composition creation is 0.828
that the predictor is not redundant because the variable has a (p-esteem ≤ 0.05), and beta is 0.089. Hence, there is

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Volume 10, Issue 2, February – 2025 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165 https://doi.org/10.5281/zenodo.14965825

adequate proof to esteem the importance that web VI. CONCLUSION

composition doesn't influence shopper fulfillment in web-
based shopping conditions. Accordingly, the H1 speculation “The quality of the e-service and the quality of the
is dismissed. Moreover, the t-an incentive for the security information are two factors that have a positive impact on
develop is 1.034 (p-esteem ≤ 0.05), and the beta is 0.114. In customer satisfaction at online shopping facilities.” In
this manner, there is adequate proof to esteem the addition, it has been discovered that electronic trust in
importance that security doesn't influence shopper online shopping environments is positively influenced by
fulfillment in web-based shopping conditions. Hence, the H2 customer satisfaction. As a result, marketers or online
speculation is dismissed. retailers can incorporate this data into their decision-making
process to ensure customer satisfaction and, as a result,
Additionally, the e-service quality construct has a beta business retention. On the other hand, there is no significant
of 0.287 and a t-value of 2.639 (p-value n 0.05). It is correlation between customer satisfaction and website
concluded that customer satisfaction with online shopping is design or security. As a result, it is suggested that customers
significantly influenced by the quality of e-services. of online shopping, particularly young adults in the
Accordingly, the H3 speculation is acknowledged. While, Chitrakoot district of Uttar Pradesh, do not consider security
the t-an incentive for the data quality build is 2.839 (p- and features of the website design to be significant factors
esteem n = 0.05) and the beta is 0.335. In other words, that will affect their overall satisfaction. The study's findings
satisfaction among online shoppers in the Chitrakoot district showed that young adults have different preferences. Last
of Uttar Pradesh has been found to be positively correlated but not least, the growing number of online businesses
with information quality. The H4 hypothesis is therefore demonstrates how important it is for business retailers to
accepted. understand the business environment, learn how to target
customers, and improve their operations, how to maintain
V. FINDINGS AND RECOMMENDATIONS pace over time.

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Volume 10, Issue 2, February – 2025 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165 https://doi.org/10.5281/zenodo.14965825

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