IntroductionThe growth of Internet technology has enormous potential, as it reduces the costs of providing goods and services and pushes environmental boundaries by bringing buyers and sellers closer together. The Internet allows small businesses to gain and maintain market access that helps them compete with a massive industry. Revolutions in information and communication technologies and globalization have shifted the global economy from a production-based economy to a knowledge-based economy. The Internet has also changed the way business is conducted, which will bring important results to consumers and transactions. In today's era, the Internet plays an increasingly important role in consumers' daily lives. Consumers use the Internet for a variety of reasons, ranging from simply gathering information to purchasing products online. Internet shopping has become an important marketing approach, and along with the increase in customer awareness, my study aims to propose a theoretical framework for customer satisfaction in Internet shopping. The invention of the Internet can create and/or improve competitiveness. advantage based on two perspectives. As a first step, companies can integrate and establish an accurate market segmentation mechanism (Ryan, 2004), knowing that market segmentation information can help marketers learn more about their target market, better understand the market through the process of product growth (Kotler and Keller, 2006) and improve the opportunities to deliver and create personalized goods and services through a better understanding of the feelings and motivations of the targeted customer segment. Second, studies have often applied various hypothetical bases...... middle of paper ...... ular website, it is still to be expected that they will find alternative sites and switch to them. Compare information and find other websites offering similar products or services, making it easy for consumers. In online stores, the relationship between loyalty and consumer satisfaction is weaker than in offline stores (Anderson and Srinivasan, 2003; Terblanche and Boshoff, 2010). Studies on customer purchasing goals have highlighted the role of factors such as service quality, fairness and value, customer satisfaction, conveyed loyalty, expected switching cost, and customer favorite. the brand (Hellier, 2003). Attitude towards online shopping and intention to buy online are not only related to ease of use and enjoyment, but also to many exogenous factors such as consumer characteristics, situational aspects, product features, previous online shopping experience and trust (Monsuwe 2004).