Page 479 - MARSIUM'21 COMP OF PAPER

Muhamad Rifqi Zafran Bin Abdul Hakim (2022)
shopping experiences, seller or customer services, security and privacy. Online shopping experiences (0.340) were more dominant
than external incentives (0.090).

Table 7.0: Model Summary
Std. Error of the
Model R R Square Adjusted R Square
Estimate
1 .829 0.686 0.676 0.34561
a
a. Predictor: (Constant), Security and Privacy, External Incentives, Shopping Online Experiences, Seller or Customer Services
b. Dependent Variable: Customer Satisfaction

Table 8.0: ANOVA
Sum of
Model df Mean Square F Sig.
Squares
1 Regression 31.650 4 7.912 66.241 .000b
Residual 14.453 121 0.119
Total 46.103 125
***p<0.001
a. Dependent Variable: Customer Satisfaction
b. Predictors: (Constant), Security and Privacy, External Incentives, Shopping Online Experiences, Seller or Customer Services

Table 9.0: Coefficients
Unstandardised Coefficients Standardised
Model Coefficients t Sig.
B Std. Error Beta
(Constant) 0.310 0.271 1.145 0.254
Online Shopping 0.349 0.094 0.340 3.706 0.000
Experiences
1 External Incentives 0.092 0.080 0.090 1.156 0.250
Seller or Customer 0.331 0.097 0.326 3.396 0.001
Services
Security and Privacy 0.184 0.069 0.180 2.662 0.009
*p<0.1, **p<0.05, ***p<0.001
a. Dependent Variable: Customer Satisfaction

4.8 Hypothesis Testing
Overall, H1 (online shopping experiences has a significant influence on customer satisfaction), H3 (seller or customer services
has a significant influence on customer satisfaction towards Dr Irma Skincare and Cosmetics) and H4 (security and privacy have a
significant influence on customer satisfaction towards Dr Irma Skincare and Cosmetics) were supported. Meanwhile, H2 (external
incentives has an insignificant influence on customer satisfaction toward Dr Irma Skincare and Cosmetics) was not supported
(Table 4.10).
Table 11.0: Summary of Hypothesis

Research Hypothesis Results
H1: Online shopping experiences has significant positive influence towards customer satisfaction Supported
H2: External incentives has significant positive influence towards customer satisfaction Not Supported
H3: Seller or customer services has significant positive influence towards customer satisfaction Supported
H4: Security and privacy has significant positive influence towards customer satisfaction Supported

5.0 DISCUSSION AND CONCLUSION

5.1 Hypothesis Discussion
This research shows that online shopping experiences have a significant positive impact on customers’ satisfaction, which aligns
with several previous research findings (Lin & Lekhawipat, 2014; Limayem et al., 2007; Mumtaz et al., 2011; Musa et al., 2015;
Nguyen, 2020). These results were supported in the multiple regression analysis in which the p-value for shopping experiences was
0.000 (p < 0.001) and a corresponding β value of 0.340. These findings support the argument by previous researchers, perhaps because
customers seem to be more satisfied with sopping experiences online due to lower expectations and attention. Given that Dr Irma
Skincare and Cosmetics uses Shopee as the platform to sell their product, and the respondent of the current study are majority adults,

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