Góc học tập
18/09/2017 09:50:16 AM

SATISFACTION, E-LOYALTY AND GENDER IN ONLINE SHOPPING

E-commerce is a transaction mode based on internet (Yan Qu, 2014). The fast growing rate of Internet users is one of the most notable aspects of Vietnam economy with up to 40 per cent of its people using Internet. According to statistics from the industry and trade ministry’s E-commerce and Information Technology Agency (VECITA), Internet and mobile play an important role in consumers’ trading with nearly 60% of online users conducting online purchases. Recently, online shopping bring many superiorities to both consumers and manufacturers such as (1) transaction quickness in which the transaction speed increases incrediblely due to network system, e-payment, bank transfer, etc without human intervention, (2) low cost because manufacturers could save advertising cost, leasing cost, distributing cost and so on, this kind of saving helps reduce the product prices and gain the competitive advantages for the firms, and (3) 24/7 services in which producers have chance to approach customers all over the world without national boudary.

Some studies examined the consumer behavior on online shopping. Yi Jin Lima (et al, 2015) examined the relationship between subjective norms, perceived usefulness and online shopping behavior with the mediating role of purchase intention. He found out that

subjective norm significant positively influence online purchase intention while perceived usefulness and purchase intention had moderate relationship and the relationship between perceived usefulness and online shopping behavior was very low positive relationship. Ather Akhlaq and Ejaz Ahmed (2016) tested the statistical difference between men and women on online shopping in which women showing more inclination than men towards perceived enjoyment confirms that they enjoy online shopping. Buying environment seems to have a stronger effect on women than men when changing from conventional buying to the online mode (Dittmar et al., 2004). Though women shop online less than men, they have greater growth potential than men in using online shopping (Zhou et al., 2007). Results further showed that women prefer to shop online in a robust legal framework. They desire to shop in a safe environment, fenced by rules and regulation, assured that they can report and complain to the concerned legal authorities if there is a mishap occurring during their online shopping tenure. Trust therefore can be developed among women interested in online shopping by implementing a healthy legal framework to protect buyers from unethical and deceiving activities.

Customer satisfaction and E-loyalty in Online shopping.

In 2014, Izyan Hizza Bt. Hila Ludin examined the factors influencing customer satisfaction, and how customer satisfaction subsequently affects e-loyalty towards online shopping among young adults. Findings show that only e-service quality and information quality have effects on customer’s satisfaction. It was aslso found that customer’s satisfaction does positively impact e-loyalty. On the other hand, the findings reveals that website design and security were insignificant towards customer’s satisfaction[A1]

In a framework proposed and empirically tested by

Ong Soo Ting (et al, 2016) proposed a theorical framework in which electronic satisfaction (e-Satisfaction) is the determinant for ectronic loyalty (e-Loyalty). However, construct of e-Satisfaction  are Efficiency, Privacy and Trust, Fulfilment, Responsiveness, Contact and Website Design. The shoppers e-Satisfaction was positively and significantly affected their e-Loyalty towards continuous usage of online retailer’s website[A2] .

In addition, Mohsen Kazemei (et al, 2016) proposed research in which data quality, system quality and service quality are the determinants of customer satisfaction in e-ticket selling and service satisfaction affected positively to e-loyalty[A3] .

Hui Zhang and Sawaros Srisutto (2014)also agree in their conceptual framework that customer satisfaction was key determinant for e-Loyalty. In addition, the findings showed that the influences of technological factors, product factors, sales promotion towards customer attitude and loyalty were significantly mediated by customer satisfaction.

The factors influencing the customer satisfaction in online shopping.

 

 

IzyanHizza Bt. Hila Ludin (2014)

Ong Soo Ting (et al, 2016)

Mohsen Kazemei (et al, 2016)

Hui Zhang and Sawaros Srisutto (2014)

1

E-service quality/Fulfilment and Responsiveness

X

X

X

X

2

Information/Data quality

X

X

X

X

3

Website design (contact)

X

X

X

X

4

Website security/ Privacy and Trust

X

X

X

X

5

Sales promotion

 

 

 

X

6

Product factors

 

 

 

X

REFERENCES 

[A1]Izyan Hizza Bt. HILA LUDIN, Boon Liat CHENG (2014), FACTORS INFLUENCING CUSTOMER SATISFACTION AND E-LOYALTY: ONLINE SHOPPING ENVIRONMENT AMONG THE YOUNG ADULTS, Management Dynamics in the Knowledge Economy

Volume 2 (2014) no. 3, pp. 462-­471

 [A2]Ong Soo Ting1 , Mohd Shoki Md Ariff1* , Norhayati Zakuan1 , Zuraidah Sulaiman1 and Muhamad Zameri Mat Saman (2012), E-Service Quality, E-Satisfaction and E-Loyalty of Online Shoppers in Business to Consumer Market; Evidence form Malaysia, IOP Conf. Series: Materials Science and Engineering 131 (2016)

 [A3]Mohsen Kazemei1, Farideddin Allameh Haeri (2016), The effect of e-ticket selling quality in airline websites on customer’s

e-loyalty, Applied mathematics in engineering, management and technology 4(4) 2016:14-20


HUỲNH LINH LAN