Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2021.1985576
Modelling e-commerce customer reactions. Exploring online shopping carnivals in China
Yang Liu
Qi Li
Tudor Edu
Costel Negricea
Kim-Shyan Fam
Razvan Zaharia
Sažetak
This research investigates customer reactions by exploring
satisfaction(SAT), complaints(CC) and loyalty(CL) in an online
shopping carnival(OSC) context in China. Expanding the American
Customer Satisfaction Index(ACSI) model by including e-commerce corporate image(ECCI) next to customer expectations(CE),
perceived quality(PQ), perceived value(PV), SAT was determined,
while CC and CL were estimated based on SAT. For estimating
CL, ECCI was added. 300 valid questionnaires were collected from
Chinese shoppers with OSC experience. The research hypotheses
were tested through Confirmatory Factor Analysis and Structural
Equation Modelling. The results prompt five key paths influencing
SAT and CL. No significant impact on and of CC was identified.
ECCI significantly impacted on CC, SAT and CL. This study provides in the context of OSCs a new research perspective of customer reactions, centred on satisfaction, emphasising the role of
image on expectations, satisfaction and loyalty, and incorporating
customer complaints to quantify negative aspects of shopping
experience in determining customer loyalty. E-commerce companies should deliver unforgettable customer experience through
building a long-lasting image, offering consistent quality and
delivering clearly-delineated value, as antecedents of satisfaction
and loyalty. The model can be further expanded by exploring the
consequences of customer loyalty on potential buying behaviour,
focusing on purchasing intention and recommendations.
Ključne riječi
Online shopping carnival; ACSI model; satisfaction; loyalty; E-commerce Corporate Image; China
Hrčak ID:
302497
URI
Datum izdavanja:
31.3.2023.
Posjeta: 235 *