![google scholar is a specialized search engine that lets you _______________ google scholar is a specialized search engine that lets you _______________](https://static.cambridge.org/binary/version/id/urn:cambridge.org:id:binary:20200807014518726-0773:S0958344020000105:S0958344020000105_fig2.png)
Nevertheless, in the beginning, the transition from one to another, more modern purchase method, created a sense of concern among customers with respect to the following: leak of personal information, online fraud, inconsistency between the ordered product quality and the desired quality, unsuccessful shipping, etc. In the last decade, online shopping has experienced an explosive growth due to the fact that it represents a more economic and convenient approach to purchasing in comparison to traditional shopping. Keywords: Online shopping Customer satisfaction Security Information availability Shipping Quality Pricing Time The obtained result analysis confirmed the basic research hypotheses that customer satisfaction in online shopping, on the Serbian market, directly depends on the following determinants: security, information availability, shipping, quality, pricing and time. The validity of the developed model was verified through the Confirmatory Factor Analysis and the Partial Least Squares. Input model parameters were collected through surveys, with the aid of appropriate Internet tools. A conceptual model is defined, consisting of 26 items categorized into seven variables: security, information availability, shipping, quality, pricing, time, and customer satisfaction. Accordingly, this paper develops the research model to determine the impact of certain online purchase determinants on the consumer satisfaction in the market of Serbia. In order to increase the online commerce participation, it is necessary to explore and analyze the connection between customer satisfaction and diverse determinants. This issue is particularly important for underdeveloped markets, where online commerce is not sufficiently present.
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There is a constant dilemma in the market related to the question which online shopping determinants affect the customer satisfaction. Consumer satisfaction with online shopping is directly dependent on a number of factors.