在网上购物中建立电子信任和电子留存:网站设计、可靠性和易用性的作用

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2023-07-11 DOI:10.1108/sjme-07-2022-0159

O. Saoula, A. Shamim, N. Mohd Suki, M. Ahmad, M. Abid, Ataul Karim Patwary, A. Z. Abbasi

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引用次数: 3

摘要

目的本研究旨在探讨网站设计、可靠性和感知易用性作为参与动机因素对网上购物客户电子信任和电子保留的影响。设计/方法/方法采用演绎法、定量方法和有目的的抽样技术，本研究收集了295名年轻在线客户的数据，以增强对在线购物环境中网站设计、可靠性和易用性的理解。调查结果有趣的发现是，可靠性是在线购物中客户电子信任的最重要预测因素，其次是易用性和网站设计。此外，电子信任在客户电子保留、网站设计、可靠性和感知易用性之间具有显著的中介作用。研究的局限/启示建议未来的研究预测网络购物情境下价值共同创造和共同创造体验的网络参与动机因素的前因式。原创性/价值本研究对在线客户留存的驱动因素和障碍提供了新的见解。由网站设计、可靠性和感知易用性组成的客户参与似乎通过直接和间接的影响影响在线客户保留。

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Building e-trust and e-retention in online shopping: the role of website design, reliability and perceived ease of use

Purpose This study aims to examine the impact of website design, reliability and perceived ease of use as an engagement motivational factors on customer e-trust and e-retention in online shopping. Design/methodology/approach By using deductive approach, quantitative methods and purposive sampling technique, this study has collected the data from 295 young online customers to enhance an understanding of website design, reliability and perceived ease of use in an online shopping context. Findings The findings revealed interesting insights where reliability is the most significant predictor of customer e-trust in online shopping, followed by perceived ease of use and website design. In addition, a significant mediating effect of e-trust is found between customer e-retention, website design, reliability and perceived ease of use. Research limitations/implications Future research is recommended to predict the antecedents of online engagement motivational factors with value co-creation and co-creation experience in online shopping context. Originality/value This study offers fresh insights about driving elements and impediments of online customer retention. Customer engagement comprising of website design, reliability and perceived ease of use appear to influence the online customer retention through direct and indirect effect.

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.