EXAMINING THE INFLUENCE OF PRODUCT QUALITY, SERVICE QUALITY, AND DELIVERY PERFORMANCE ON GENERATION Y’S ONLINE SHOPPING SATISFACTION: THE MEDIATING ROLE OF PERCEIVED SECURITY

This study investigates the impact of various factors on customer satisfaction in online shopping among Generation Y, focusing on product quality, service quality, and shipping performance as independent variables. Additionally, it explores the mediating role of security in this relationship. The research aims to understand how these elements contribute to the overall satisfaction of Generation Y consumers in the digital marketplace. A comprehensive survey was conducted among Generation Y online shoppers, analyzing their perceptions and experiences. The findings indicate service quality significantly influence customer satisfaction. However, the perceived security of online transactions mediates these relationships, enhancing the overall satisfaction when consumers feel secure. The study highlights the critical role of security in online shopping, suggesting that e-commerce platforms must prioritize secure transactions to boost customer satisfaction among Generation Y. These insights offer valuable implications for online retailers seeking to enhance the shopping experience for this tech-savvy and influential demographic.