The rapid proliferation of internet technology and the growing penetration of smartphones have fundamentally transformed retail commerce, giving rise to a vibrant and competitive online shopping ecosystem. Customer satisfaction has emerged as one of the most critical determinants of success in the e-commerce industry, influencing repeat purchase behaviour, brand loyalty, and word-of-mouth recommendations.

This research study investigates the factors that influence customer satisfaction towards online shopping with specific reference to consumers in India. The study examines key determinants including website quality, ease of navigation, product quality and variety, pricing and discounts, delivery speed and reliability, customer service, return and refund policies, and payment security. The theoretical framework draws upon the Technology Acceptance Model (TAM), Expectation-Disconfirmation Theory (EDT), and the Electronic Service Quality model (E-S-QUAL). Using a descriptive research design with structured questionnaires administered to 100 respondents, the findings reveal that website usability, timely delivery, product quality, and secure payment gateways are the most significant drivers of satisfaction, while delayed deliveries, misleading product descriptions, and poor after-sales service are the primary sources of dissatisfaction.

Keywords: Customer Satisfaction, Online Shopping, E-Commerce, Website Quality, Service Quality, Consumer Behaviour, Technology Acceptance Model.