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Factors Impacting Customer Loyalty of Online Shopping: A Case Study of China?s E-commerce Platforms |
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| รหัสดีโอไอ | |
| Creator | Luzi Lin |
| Title | Factors Impacting Customer Loyalty of Online Shopping: A Case Study of China?s E-commerce Platforms |
| Publisher | Assumption University Press |
| Publication Year | 2566 |
| Journal Title | The Scholar: Human Sciences |
| Journal Vol. | 15 |
| Journal No. | 2 |
| Page no. | 42-56 |
| Keyword | E-commerce, E-service quality, Satisfaction, Commitment, Customer loyalty |
| URL Website | http://www.assumptionjournal.au.edu/index.php/Scholar/article/view/6963/3885 |
| Website title | The Scholar: Human Sciences |
| ISSN | 2586-9388 |
| Abstract | Purpose: This study investigates the factors impacting satisfaction, commitment, and customer loyalty of online shopping. The research establishes a theoretical framework based on the service quality model (SERVQUAL), e-service quality model (E-S-QUAL), e-tail quality model (eTailQ), theory of reasoned action (TRA), and customer loyalty model. Research design, data, and methodology: A total of 516 responses were collected from online questionnaires using step-by-step sampling, including purposive sampling, stratified random sampling, and convenience sampling. The respondents were customers who had online shopping experience on China?s top three e-commerce platforms and who shop online at least 1 to 2 times per week. The Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) were used to analyze the data to verify the model?s goodness of fit and hypotheses. Results: The results showed that reliability, responsiveness, and privacy significantly and positively impacted satisfaction; however, web design did not significantly impact satisfaction. Satisfaction and perceived value had a significant impact on both commitment and customer loyalty, but commitment did not have a significant impact on customer loyalty. Conclusion: To improve customer satisfaction, commitment, and loyalty, it is necessary to focus on reliability, responsiveness, and privacy in e-services. Additionally, improving perceived value is essential for commitment and customer loyalty. |
