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The influence of website quality on consumers e-loyalty through the mediating role of e-trust esatisfaction and perceived enjoyment An evidence from online shopping in Vietnam

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  • Giao, Ha Nam Khanh

Abstract

The aim of the present study is to examine the influence of website quality on consumer’s eloyalty, noting the mediating role of e-trust, e-satisfaction, and perceived enjoyment. Besides, this study examines the consequence of consumer’s e-loyalty. Survey data collected from 594 respondents aged at least 16 years and performed some online shopping through websites in Vietnam. Based on the theoretical framework, PLS-SEM using SmartPLS 3.0 software was deployed to discover links between the constructs. The results showed a positive effect of website quality on e-loyalty, which was mediated partially through consumer e-trust and e-satisfaction. Moreover, e-loyalty had a positive association with electronic word of mouth (eWOM) as well. The main findings of this research provide 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 to retain their existing customers.

Suggested Citation

  • Giao, Ha Nam Khanh, 2019. "The influence of website quality on consumers e-loyalty through the mediating role of e-trust esatisfaction and perceived enjoyment An evidence from online shopping in Vietnam," OSF Preprints 8d5vn, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:8d5vn
    DOI: 10.31219/osf.io/8d5vn
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