A uses and gratifications analysis of consumer satisfaction correlated to expectations in e-commerce retail shopping

This research is an exploration of how retail is moving from the mall to the Internet. It applies uses and gratifications analysis of consumer satisfaction and e-commerce Web sites. The study compares obtained and sought after e-commerce consumer gratifications. The participants for the study attended West Virginia University in the spring 2002 semester. The study produced 50 valid responses that found consumers sought after gratifications for product display and navigation features were not met. This research also shows that experienced Internet consumers trust e-commerce Web sites privacy/security features. Implications for companies with e-commerce Web sites are explored.