Abstract
Abstract : Despite there being a growing interest in ecommerce among consumers, most consumers are not yet ready to tap into ecommerce and as a result the numbers continue to remain low. However, adoption depends on what the consumer expects from shopping online: information, convenience, low cost and time, or the availability of products and services? This study aimed to explore the antecedents that influence online customer satisfaction. Convenience sampling was used to gather data from individuals who were conveniently available to take part in the study. A total of 270 questionnaires were handed out to respondents and 191 valid questionnaires were returned, yielding a completion rate of 71%. After the initial collection, the data were validated to make sure they were correct and useful. All the data that was obtained, along with the factors, were interpreted by different statistical techniques using SPSS version 24. The key findings show that only technological and product factors influence customer satisfaction and that service factors have a non-significant effect on customer satisfaction with online shopping.