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An Investigation on Factors Influencing Satisfaction and Loyalty of Online Shopping Customers in China |
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| รหัสดีโอไอ | |
| Creator | Jianghong Yu |
| Title | An Investigation on Factors Influencing Satisfaction and Loyalty of Online Shopping Customers in China |
| Publisher | Assumption University Press |
| Publication Year | 2568 |
| Journal Title | Journal of Interdisciplinary Research |
| Journal Vol. | 10 |
| Journal No. | 1 |
| Page no. | 1o-20 |
| Keyword | Customer Loyalty, Online Shopping, Customer Satisfaction, SEM, Disconfirmation Theory |
| URL Website | https://assumptionjournal.au.edu/index.php/eJIR/article/view/9009 |
| Website title | JIR |
| ISSN | 2408-1906 |
| Abstract | Purpose: This study investigates the factors influencing customer satisfaction and loyalty in online shopping among Chinese consumers; focusing on the impact of response; security and privacy; payment methods; and disconfirmation of information; service; and product quality on customer satisfaction and loyalty. Research design; data and methodology: A quantitative methodology was adopted; utilizing data collected from 550 online shoppers in China through a structured questionnaire. Multiple regression analysis and Structural Equation Modeling (SEM) were employed to examine the relationships between the variables. Results: The analysis indicates that all proposed constructs were positively correlated with online shopping customers. satisfaction and loyalty. Among these factors; product quality; security/privacy and service quality have the most significant influence on satisfaction; which; in turn; indirectly affects customer loyalty. Conclusions: This study highlights key factors influencing customer satisfaction and loyalty in China.s e-commerce; emphasizing the practical importance of secure transactions; efficient payment processes; accurate information; and responsive service. The findings underscore overall satisfaction as a critical mediator; guiding businesses to optimize service quality for long-term customer retention. By aligning with emerging trends in China.s digital economy; this research contributes to the literature on e-commerce growth; offering actionable insights for enhancing competitive advantage. |
