Juanli Lan, Lei Hongzhen, Yubo Wang, Ye Liu, Sleiman Kamal Abubker Abrahim, Suliman Mohammed A E
International School of Business Shaanxi Normal University, Xi'an, China.
International School of Business Shaanxi Normal University, Xi'an, China.
Acta Psychol (Amst). 2025 Aug;258:105135. doi: 10.1016/j.actpsy.2025.105135. Epub 2025 Jun 18.
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.
该研究旨在通过探索顾客的态度忠诚和行为忠诚来考察中国的在线顾客行为。所提出的模型对从不同角度调查的顾客电子忠诚因素进行了分类。对406名中国在线顾客的调查验证了该模型；使用SPSS和AMOS对数据进行分析。研究结果表明，感知安全性对信任的影响最大，其次是顾客满意度，顾客满意度在网上购物时对顾客电子忠诚有积极影响。感知顾客电子忠诚显著影响在线购物中的重复购买意愿和口碑。感知享受分别对顾客电子忠诚、顾客满意度、重复购买意愿和感知价值有显著的直接影响。此外，感知价值分别对顾客满意度、顾客忠诚和口碑有直接的积极影响。此外，感知风险在使用在线平台时对电子信任有负面影响，而电子信任在网上购物中对感知顾客电子忠诚有积极影响。本研究通过运用品牌资产理论和期望不一致理论来探究消费者电子忠诚的成因，从而丰富了关于消费者电子忠诚方面的已有认知。研究还将感知安全性和感知享受作为决定态度忠诚的享乐因素进行了考察。本文确定了培养中国在线消费者顾客电子忠诚的必要因素。并为有意建立在线业务的公司提供了建议。
