An empirical investigation of E-loyalty formation for online shopping in China

The study aimed to examine online customer behavior in China by exploring the attitudinal and behavioral loyalty of customers. The proposed model categorizes the factors of customer e-loyalty as investigated from various perspectives. Surveys of 406 online customers in China verified the model; SPSS and AMOS were used to analyze the data. The study findings revealed that perceived security had the strongest effect on trust, followed by customer satisfaction, which positively affected customer e-loyalty when shopping online. Perceived customer e-loyalty significantly influences repurchase intention and word of mouth in online shopping. Perceived enjoyment had a significant direct impact on customer e-loyalty, customer satisfaction, repurchases intention, and perceived value, respectively. Moreover, perceived value had a direct positive impact on customer satisfaction, customer loyalty, and word of mouth, respectively. Furthermore, perceived risk negatively affected e-Trust when using an online platform, and e-Trust positively affects perceived customer e-loyalty in online shopping. This study adds to what is known about consumer e-loyalty by looking at its causes using Brand Equity Theory and Expectancy Disconfirmation Theory. It also examines perceived security and perceived enjoyment as hedonic factors that determine attitudinal loyalty. The article identifies the necessary factors for fostering customer e-loyalty among Chinese online consumers. Recommendations are given to companies that intend to establish an online presence.