EXPRORING THE FACTORS THAT AFFECT E-LOYALTY IN E-COMMERCE: THE CASE OF SHOPEE IN VIETNAM

EXPRORING THE FACTORS THAT AFFECT E-LOYALTY IN E-COMMERCE: THE CASE OF SHOPEE IN VIETNAM

阮文强(Nguyen Van Cuong)

指導教授 ： Sladjana Cabrilo

義守大學/管理學院/管理碩博士班/碩士(2020年)

摘要

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關鍵字

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並列摘要

This thesis examines the factors influencing customer satisfaction and trust, and further loyalty in online shopping, more specifically interface user and information quality, as two of the most important factors of website service quality for e-satisfaction, e-trust, and e-loyalty. Data has been collected by an online survey in Viet Nam during March and April 2020 targeting young people with online shopping experience in Shopee website, one of the major shopping websites in Viet Nam. Four step analysis including descriptive statistics, reliability analysis, correlation analysis, and regression analysis have been employed to test hypotheses.
The main results demonstrate positive significant effects of interface user and information quality on e-satisfaction and e-trust, as well as further positive effects of e-satisfaction and e-trust on customer e- loyalty. Regarding mediation effect, e-commerce satisfaction and e-commerce trust partially mediate the relationship between user interface and E-commerce Loyalty while they fully mediate the relationship between information quality and E-commerce Loyalty . However, E-commerce Trust does not mediate the relationship between user interface and information quality by itself. This study provides valuable findings for e-commerce literature based on emerging market and also helps managers, especially in sales, in making promotions and sales strategies in order to increase customer online satisfaction, trust and loyalty and in that way increase competitiveness of their companies.

並列關鍵字

Interface user ； Information quality ； E-satisfaction ； E-trust ； E- loyalty ； Shope Viet Nam

參考文獻

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