A CONCEPTUAL REVIEW OF E-COMMERCE COMPONENTS AND CUSTOMER SATISFACTION: INTEGRATING UTAUT AND TRA
Keywords:
Compatibility, Customer Satisfaction, Easy Checkout, commerceAbstract
The rapid expansion of e-commerce has heightened the need to understand the technological and behavioural factors that shape customer satisfaction. Although prior studies have examined e-commerce adoption and usage, limited conceptual attention has been given to how core system components, particularly compatibility and easy checkout, jointly relate to customer satisfaction through established behavioural and technology acceptance theories. Grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Theory of Reasoned Action (TRA), this paper conceptually proposes a theoretically integrated model that explains how compatibility and easy checkout may influence users’ perceptions, attitudes, and behavioural intentions, which may ultimately relate to customer satisfaction. Drawing on a systematic synthesis of extant literature, the paper argues that compatibility is associated with facilitating conditions and perceived system fit, while easy checkout is linked to effort expectancy and favourable user beliefs, which together conceptually reinforce positive post-adoption evaluations. The study extends UTAUT and TRA conceptually by positioning customer satisfaction as a post-adoption outcome and by reframing compatibility and easy checkout as central explanatory constructs rather than peripheral system features. Finally, the model provides a conceptual foundation for understanding e-commerce satisfaction in contexts such as Nigeria, where online adoption is rapidly increasing.
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