FEMALE ONLINE SHOPPERS EXAMINING THE MEDIATING ROLES OF E-SATISFACTION AND E-TRUST ON E-LOYALTY DEVELOPMENT
Abstract
The competition of e-tail or e-commerce increases the number of female customer to shop in
online stores. Thus, understanding how female customers’ e-loyalty is formed and fostered in
this type of online store becomes very important. The aim of this research is to focus on female
Shopee online shoppers and to examine the mediators of e-loyalty in the context of online stores:
e-satisfaction and e-trust. The data was collected by using questionnaire based on Likert Scale
with the total of 255 respondents. The data was analyzed by using Structural Equation Modeling
(SEM) analysis and moderated regression analysis with the help of SPSS and LISREL. This
research revealed that perceived online privacy did not have a direct and positive effect
associated with e-trust. Perceived online security had positive effect on e-trust. Furthermore,
perceived delivery time and web site design were positively associated with e-satisfaction. Both
e-trust and e-satisfaction in turn positively influence e-loyalty for female online shoppers.
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