Background. Customer satisfaction, in many cases affected by trust, is critical to the postconsumption intention and is regarded as the key success factor of sales in general and electronic commerce websites in particular. However few studies indicate clearly the determinants and especially their influential strengths on online customer satisfaction in emerging markets.
Research aims. This study investigates what factors determine customer satisfaction. Methods. Conducted research is using data collected from 758 online customers in Vietnam, mostly young people.
Key findings. The particular contribution of these results shows that distributive fairness, customer interface quality, perceived security, perceived usefulness and trust are significant predictors of mcustomer satisfaction; especially, the mediator role of trust is proved.
