IntroductionThe growth of Internet technology has enormous potential as it reduces the costs of goods and service provision and expands environmental boundaries by bringing buyers and sellers together. The Internet allows small businesses to gain and maintain market access that helps them compete with big industry. Information and communications technology revolutions and globalization have led the world economy to shift from a production-based economy to a knowledge-based economy. The Internet has also changed the way business is conducted in the way it will demand important outcomes for consumers and transactions. In the current era, the Internet plays an increasingly significant role in the daily lives of consumers. Consumers use the Internet for various reasons ranging from simply gathering information to purchasing products online. Internet shopping has become a significant current approach for marketing, and along with raising a higher level of 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 competitive advantage based on two perspectives. First, companies can incorporate and establish an accurate market segmentation mechanism (Ryan, 2004), because market segmentation information can help marketing managers better understand their target market, acquire greater market inventory through the product growth process (Kotler and Keller, 2006) and improve the opportunity to deliver and create personalized goods and services through a better understanding of the feelings and motivations of the target customer segment. Second, studies have often applied various hypothetical baseline websites, they can still be expected to find replacement sites and switch to them. Compare information and find other websites that provide similar products or services, which is easy for consumers. In online stores, the relationship between consumer loyalty and satisfaction is weaker than in offline stores (Anderson and Srinivasan, 2003; Terblanche and Boshoff, 2010). Studies of customer purchasing objectives have highlighted the role of factors such as service quality, equity and value, customer satisfaction, past loyalty, expected switching cost and preferred brand (Hellier, 2003). . Attitude towards online shopping and intention to shop online are not only related to ease of use and enjoyment, but also to numerous exogenous factors such as consumer characteristics, situational aspects, product characteristics, previous online shopping experience and trust (Monsuwe 2004).