Online Apparel Retailing: The Mediating Effect of E-Shopping Intention on the Association among Privacy, Website Content and E-Shopping Satisfaction

The purpose of this paper is to understand the efficiency of E-Shopping Intention and its mediating effect on Privacy and Website Content on E-Shopping satisfaction. Consumers Satisfaction is an integral part for online retailers and online manufacturers. The researcher has analyzed the relationship among independent variable called privacy and website content with dependent variable e-shopping satisfaction. The main aims of the article is to find the mediating effect of E-Shopping Intention mediates the relationship between Privacy and E-Shopping satisfaction in an apparel online shopping atmosphere. Thirdly, the article aims to find whether E-Shopping Intention mediates the relationship between Website Content and E-Shopping satisfaction. The writer has used a sample size of 242 respondents from Coimbatore college students and convenient sampling technique was used for the study. The author has used boot strapping technique in AMOS to find the mediating effect of E-Shopping Intention on the relationship between Privacy and E-Shopping satisfaction as well as the relationship between Website Content and E-Shopping satisfaction. The findings show that E-Shopping Intention completely mediates the relationship between Privacy and E-Shopping satisfaction where as E-Shopping Intention partially mediates the relationship between online E-Shopping satisfaction. © 2018, Indian Journal of Public Health Research and Development