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THE ANTECEDENTS OF CUSTOMER SATISFACTION RELATING TO ATTITUDE AND LOYALTY TOWARDS ONLINE SHOPPING: A CASE STUDY IN GUANGZHOU, CHINA |
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| รหัสดีโอไอ | |
| Creator | Hui Zhang |
| Title | THE ANTECEDENTS OF CUSTOMER SATISFACTION RELATING TO ATTITUDE AND LOYALTY TOWARDS ONLINE SHOPPING: A CASE STUDY IN GUANGZHOU, CHINA |
| Contributor | Sawaros Srisutto |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2562 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 11 |
| Journal No. | 1 |
| Page no. | 151-167 |
| Keyword | Antecedents of customer satisfaction, Customer satisfaction, Attitude, Loyalty, Online shopping |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | Online shopping has significantly increased throughout the worldwide in recent years. Customer satisfaction, customer attitude and loyalty are the primary factors that could affect the development of online shopping. The purpose of the study is aimed to understand the mediator role of customer satisfaction in the causal relationship among the antecedents of customer satisfaction, customer attitude and loyalty in the Chinese online shopping context. The data was collected from 399 persons who had ever done shopping online during the last 12 months in Guangzhou, China. The analysis of quantitative research was applied by using descriptive statistics and Structure Equation Model (SEM). The findings showed that the influences of technological factors, product factors, sales promotion towards customer attitude and loyalty were significantly mediated by customer satisfaction. In addition, the customer satisfaction had a direct significant effect on customer attitude and an indirect effect on loyalty, while customer attitude had a direct effect on loyalty in online shopping. The result of study would help to understand what and how importance of the factors affecting online consumers purchasing decisions and online retailers to develop the online market. |
