The Impact of E-Tail Quality, E-Trust, E-Satisfaction and Perceived Value on E-Loyalty: Evidence from Vietnamese Online Customers

• Main Authors: Lai Dinh Anh Quan, 賴定官
• Other Authors: Chang, Chi-Ya
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/50815252243512930182

碩士 === 中國文化大學 === 國際企業管理學系 === 103 === Electronic commerce (E-commerce) has played a significant role in the business pattern recent years. However, in developing countries, e-commerce is emerging and still faces with many obstacles. One of them lies in the fact that e-commerce retailer may not have a deep and comprehensive understanding about the behavioral intention of customers which lead to the failure in building customer loyalty. In online shopping context, customers can easily search for the alternatives and choose the more beneficial business just by one click resulting the more difficulties to attract loyal customers. In addition, the multi-dimensional construct of E-tail quality is considered as a useful tool to investigate the behavioral intention of customer come along with other factors such as trust, satisfaction. However, previous studies of E-tail quality has neglected the role of perceived value which are considered as one of the most important factors when study the customer loyalty development. Customer perception can reflect the quality of the online business then in turn partly building the higher level of customer satisfaction and loyalty. Therefore, in order to capture the whole picture, this study aim to investigate the influences of E-tail quality, customer trust, perceived value and satisfaction on customer loyalty in developing country’s e-commerce. As considered as a developing country, the data was collected from an online survey of customers in Vietnam. All items are evaluated by the measurements taken from previous literature via Seven-point Likert scale. There are 107 collected samples from respondents. The SPSS 22.0 software and multiple regression analysis technique are used to test hypothesized relationships. Firstly, the result indicated the positive effects of E-tail quality on customer e-satisfaction, perceived value and e-trust and customer e-loyalty. In addition, the influence of perceived value on e-satisfaction and e-trust on e-satisfaction are found to be significant as well. Thirdly, the result also found the partial mediation effects of perceived value, e-trust and e-satisfaction on the relationship between E-tail quality and e-loyalty. Fourthly, the finding indicates that perceived value exerts an enhancing moderating effect on the relationship of E-satisfaction and E-loyalty. Finally, In Vietnam, higher shopping frequency customer play a better significant role in affecting E-trust, Satisfaction and Perceived value toward website’s quality perception. The implication and limitation of this research provide the appropriated suggestions to the online retailers in potential e-commerce in developing countries to generally understand the characteristics of customer e-loyalty development as well as its antecedences. Retailers should address the important factors which influence customer behavior intentions such as perceived value and initially focus on improving comprehensively their quality in both online and offline aspects to strengthen the loyalty of online customers and achieve the sustainable growth for the firm. Keywords: E-tail quality, Customer perceived value, E-trust, E-satisfaction, E-loyalty.