BUYING MOTIVES VALUES AND CUSTOMER SATISFACTION: A CASE OF ONLINE SHOPPING FOR CLOTHES IN SRI LANKA

Abstract

Businesses can be stayed in the market only by satisfying the customers, are shopping through offline and online shopping. In this contemporary world, most of customers buy goods and services towards online shopping because they have no time to waste with their busy lives. This study purpose is to investigate the impact of buying motives values on customer satisfaction towards online shopping for clothes. The sample size of the study was 152 who were selected using the convenient sampling method in Western province in Sri Lanka and data was collected through using online platform. Measuring of scale reliability and internal consistency were used Cronbach’s alpha method. Correlation analysis and regression model were used to test hypothesis. In this research study were demonstrated that, buying motives values are positively affected on customer satisfaction towards online shopping for clothes. Finally, the researcher provides some suggestions for future research towards online shopping.