Title: Increasing online business productivity through customer electronic loyalty: the role of online trust and hedonic value

Authors: Bui Thanh Khoa

Addresses: Industrial University of Ho Chi Minh City, 12 Nguyen Van Bao, Go Vap District, Ho Chi Minh City, 70000, Vietnam

Abstract: The online business productivity will be enhanced through customers' loyalty reinforcement; therefore, building and maintaining a relationship with customers is becoming an essential mission in a modern business environment. This study aimed to understand the relationship between online trust, hedonic value, and the dimensions demonstrated the customer's electronic loyalty as they shop from electronic commerce websites. The mixed-method was used to archived the research objectives. The qualitative research was done through narrative research, and phenomenological research; concurrently, the quantitative method adopted by survey with 917 respondents. The result demonstrated the positive relationships between online trust, hedonic value and electronic loyalty (preference, interaction, and personal information disclosure). Simultaneously, the results showed that hedonic value mediates the effect of online trust cues on three dimensions of electronic loyalty. Finally, these research findings made some theoretical contributions to behaviour science and proposed the managerial implications to improve online business productivity.

Keywords: online trust; hedonic value; preference; interaction; personal information disclosure; electronic commerce.

DOI: 10.1504/IJPSPM.2023.132250

International Journal of Public Sector Performance Management, 2023 Vol.12 No.1/2, pp.252 - 274

Received: 01 Jan 2021
Accepted: 27 Jan 2021
Published online: 14 Jul 2023 *

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