| Summary: | COVID-19 has brought new norms for everyone, invading new patterns and behavior for marketers and buyers. The pandemic has brought new challenges inhibiting new behavior among consumers and forcing them to adopt more contemporary shopping across the globe, and online buying is one of them. The present study explored how consumers of different generations owned the experience of online purchases during and after COVID-19 and how this experience has developed a sense of satisfaction for the specific e-commerce. Hence, this study intended to investigate two relationships using the Bagozzi framework: (i) between the behavior (e-loyalty), response (e-satisfaction), and (ii) between the response and the appraisals (e-service quality, perceived justice, and brand image). Research implied the Structural Equation Model to validate the proposed hypothesis. The generational cohort in this study represented Generation X (39-58) and Generation Y (18- 38) of North India. Further, the results also prove that companies' brand image is one of the essential variables moderating the level of satisfaction among consumers and the website's features. Based on the study's outcome, managers can develop future marketing strategies on various dimensions of marketing, like how to communicate with consumers with generational gaps and aspirations for online shopping.
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