Factors affecting customers’e-loyalty for buying online in Ho Chi Minh city- the case study of Shopee

Abstract

The study aims to determine and measure the direct and indirect impacts of the factors of Service Quality, E-Satisfaction and E-Trust on the E-loyalty of the customers who are living or working in Ho Chi Minh City when shopping online, research for Shopee E-commerce platform in March and April, 2022. The study used a combination of qualitative and quantitative research methods. Through a pre-structured questionnaire, the research sample size was 398 elements. Data were processed and analyzed by using SPSS and AMOS software. The research results show that the factors of Service Quality, E-Satisfaction and E-Trust have a positive impact on E-loyalty. From there, the author proposes managerial implications to help business managers on the E-commerce have appropriate development and operation strategies to build and maintain customer E-Loyalty when shopping online.