Title: An integrated model for customer's e-loyalty: evidence from online shopping in Vietnam

Authors: Ha Nam Khanh Giao; Bui Nhat Vuong

Addresses: Faculty of Air Transport, Vietnam Aviation Academy, Vietnam ' Faculty of Air Transport, Vietnam Aviation Academy, Vietnam

Abstract: The purpose of this study is to explore the antecedences and consequences of consumer's e-loyalty in the context of online shopping in Vietnam. Using a structured questionnaire, data was collected from 594 consumers who have ever purchased on online shopping websites. Partial least squares structural equation modelling (PLS-SEM) using SmartPLS 3.0 software was employed to discover links between the constructs. The results indicated the positive impact of website quality on e-loyalty; this relationship was mediated partially through consumer e-trust and e-satisfaction. Consequently, e-loyalty had a positive association with electronic word of mouth (eWOM). The main findings of this research provided some empirical implications for internet marketers and online retailers in Vietnam. E-vendors should understand the customers' expectations and e-loyalty regarding online shopping to attract new customers as well as retain their existing customers.

Keywords: website quality; e-trust; e-satisfaction; e-loyalty; electronic word of mouth; eWOM; Vietnam.

DOI: 10.1504/IJBIS.2024.136881

International Journal of Business Information Systems, 2024 Vol.45 No.3, pp.297 - 323

Received: 18 Nov 2019
Accepted: 01 Mar 2021
Published online: 26 Feb 2024 *

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