본문 바로가기
KERD
논문KCI 등재

Customer Electronic Loyalty towards Online Business: The role of Online Trust, Perceived Mental Benefits and Hedonic Value

1

조회

0

다운로드

12

인용

0

참고문헌

키워드

초록

Purpose: The success of electronic commerce businesses is the ability to retain the customers and inspire their loyalty in online shopping. The purpose of this study is to develop a model to study the effect of perceived mental benefits, online trust, and hedonic value on the elements of electronic loyalty. Research design, data and methodology: Mixed research method was applied in this study with qualitative and quantitative research method. Qualitative data was collected through focus group discussion with electronic commerce experts. Quantitative data was collected through a survey of 917 customers, in which conducted in four cities and one province in Vietnam. SmartPLS software is used for processing quantitative data. Results: The study points out that four constructs of the mental benefit concept, although not entirely, have an impact on online trust and hedonic value. At the same time, two antecedents of electronic loyalty’s three elements are online trust and hedonic value. Conclusions: Through the positive influence between the elements in the conceptual model, the study has shown that the perceived mental benefits, online trust, and hedonic value are important factors to shape the electronic loyalty in developing countries, such as Vietnam. This study proposed some scientific and managerial implications.

Abstract

Purpose: The success of electronic commerce businesses is the ability to retain the customers and inspire their loyalty in online shopping. The purpose of this study is to develop a model to study the effect of perceived mental benefits, online trust, and hedonic value on the elements of electronic loyalty. Research design, data and methodology: Mixed research method was applied in this study with qualitative and quantitative research method. Qualitative data was collected through focus group discussion with electronic commerce experts. Quantitative data was collected through a survey of 917 customers, in which conducted in four cities and one province in Vietnam. SmartPLS software is used for processing quantitative data. Results: The study points out that four constructs of the mental benefit concept, although not entirely, have an impact on online trust and hedonic value. At the same time, two antecedents of electronic loyalty’s three elements are online trust and hedonic value. Conclusions: Through the positive influence between the elements in the conceptual model, the study has shown that the perceived mental benefits, online trust, and hedonic value are important factors to shape the electronic loyalty in developing countries, such as Vietnam. This study proposed some scientific and managerial implications.

참고문헌 (71)

  1. Ajzen, I., "Action Control" (1985), SSSP Springer Series in Social Psychology
  2. Atalay, A. S., "Retail therapy : A strategic effort to improve mood", Psychology &Marketing, 28(6), pp.638~659 (2011)
  3. Bandura, A., "Self-efficacy: The exercise of control" (1997), W. H. Freeman and Company
  4. Bart, Y., "Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study", Journal of Marketing, 69(4), pp.133~152 (2005)
  5. Bhattacherjee, A., "Understanding information systems continuance: an expectation-confirmation model", MIS quarterly, pp.351~370 (2001)
  6. Briggs, P., "Personalisation and trust: a reciprocal relationship?" (2004), Springer
  7. Butcher, K., "Evaluative and relational influences on service loyalty", International Journal of Service Industry Management, 12(4), pp.310~327 (2001)
  8. Butler, B., "Leadership at a distance: Research in technologically supported work, 1", pp.171~194 (2002)
  9. Damon Campbell, "A Relational Build-up Model of Consumer Intention to Self-disclose Personal Information in E-commerce B2C Relationships", AIS Transactions on Human-Computer Interaction, 11(1), pp.33~53 (2019), Association for Information Systems[DOI]
  10. Chang, H. -J., "Application of the Stimulus-Organism-Response model to the retail environment : the role of hedonic motivation in impulse buying behavior. The International Review of Retail", Distribution and Consumer Research, 21(3), pp.233~249 (2011)
  11. Chiu, Y. -L., "Studying the relationship between the perceived value of online group-buying websites and customer loyalty : the moderating role of referral rewards", Journal of Business & industrial marketing, 33(5), pp.665~679 (2018)
  12. Creswell, J. W., "Research design:Qualitative, quantitative, and mixed methods approaches" (2017), Sage publications
  13. Culnan, M. J., "" How Did They Get My Name?": An Exploratory Investigation of Consumer Attitudes toward Secondary Information Use", MIS quarterly, pp.341~363 (1993)
  14. Culnan, M. J., "Consumer privacy : Balancing economic and justice considerations", Journal of social Issues, 59(2), pp.323~342 (2003)
  15. "Digital 2019: Vietnam" (2019)[URL]
  16. Deci, E., "Intrinsic motivation a nd self-determination in human behavior" (1985), Plenum Press
  17. Eggert, A., "Customer perceived value:a substitute for satisfaction in business markets?", Journal of Business & industrial marketing, 17(2, pp.3) (2002), 107~118
  18. Faber, R. J., "In the mood to buy : Differences in the mood states experienced by compulsive buyers and other consumers", Psychology &Marketing, 13(8), pp.803~819 (1996)
  19. Mauricio S. Featherman, "Predicting e-services adoption: a perceived risk facets perspective", International Journal of Human-Computer Studies, 59(4), pp.451~474 (2003), Elsevier BV[DOI]
  20. Floh, A., "What keeps the e-banking customer loyal? A multigroup analysis of the moderating role of consumer characteristics on e-loyalty in the financial service industry", Journal of electronic commerce research, 7(2), pp.97~110 (2006)
  21. Sandra Forsythe, "Development of a scale to measure the perceived benefits and risks of online shopping", Journal of Interactive Marketing, 20(2), pp.55~75 (2006), Elsevier BV[DOI]
  22. Gardner, M. P., "Effects of impulse purchases on consumers' affective states", Advances in Consumer Research, 15(1), pp.127~130 (1988)
  23. Gillian, C. H., "A factor analytic study of the sources of meaning in hedonic consumption", European Journal of Marketing, 33(3, pp.4) (1999), 273~294
  24. Godek, J., "Online consumer psychology: Understanding and influencing consumer behavior in the virtual world", pp.225~244 (2005), Psychology Press
  25. Dhruv Grewal, "The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions", Journal of Marketing, 62(2), pp.46~59 (1998), SAGE Publications[DOI]
  26. Grewal, D., "Internet retailing : enablers, limiters and market consequences", Journal of Business research, 57(7), pp.703~713 (2004)
  27. Gupta, A., "Online shopping : A shining future", International Journal of Techno-Management Research, 1(1), pp.1~10 (2013)
  28. Hair, J. F., "A primer on partial least squares structural equation modeling (PLS-SEM)" (2016), Sage
  29. Hajli, N., "Branding co-creation with members of online brand communities", Journal of Business research, 70, pp.136~144 (2017)
  30. Hennig-Thurau, T., "Understanding relationship marketing outcomes : an integration of relational benefits and relationship quality", Journal of service research, 4(3), pp.230~247 (2002)
  31. Elizabeth C. Hirschman, "Hedonic Consumption: Emerging Concepts, Methods and Propositions", Journal of Marketing, 46(3), pp.92~101 (1982), SAGE Publications[DOI]
  32. Kawaf, F., "Online shopping environments in fashion shopping : An SOR based review", The marketing review, 12(2), pp.161~180 (2012)
  33. 이우진, "시분할 방식을 이용한 3차원 초음파 풍향풍속계 측정기술 개발", 센서학회지, 26(1), pp.66~72 (2017), 한국센서학회[DOI]
  34. Khoa, B. T., "Studying factors affecting online trust of the Vietnamese customers : Social commerce case", Vietnam Trade and Industry Review, 5(4), pp.298~204 (2019)
  35. Kim, D. J., "A trust-based consumer decision-making model in electronic commerce : The role of trust, perceived risk, and their antecedents", Decision support systems, 44(2), pp.544~564 (2008)
  36. Kotler, P., "Marketing management (Vol. 15e)" (2016), Pearson
  37. Lee, C. -H., "Consumer online flow experience : The relationship between utilitarian and hedonic value, satisfaction and unplanned purchase", Industrial Management & Data Systems, 117(10), pp.2452~2467 (2017)
  38. Liu, Y., "The effects of online trust-building mechanisms on trust and repurchase intentions : An empirical study on eBay", Information Technology &People, 31(3), pp.666~687 (2018)
  39. Maslow, A. H., "A theory of human motivation", Psychological review, 50(4), pp.370~ (1943)
  40. McKnight, D. H., "The impact of initial consumer trust on intentions to transact with a web site: a trust building model", The Journal of strategic information systems, 11(3, pp.4) (2002), 297~323
  41. McKnight, D. H., "Initial trust formation in new organizational relationships", Academy of management review, 23(3), pp.473~490 (1998)
  42. Mehrabian, A., "An approach to environmental psychology" (1974), The M. I. T Press
  43. Michon, R., "The shopping experience of female fashion leaders", International Journal of Retail & Distribution Management, 35(6), pp.488~501 (2007)
  44. Minh Ha NGUYEN, "Relation Between Employees and Customers Affects to the Positive Word of Mouth Through Customer Satisfaction", 유통과학연구, 17(6), pp.65~75 (2019), 한국유통과학회[DOI]
  45. Ha Minh NGUYEN, "The Relationship between the Perceived Mental Benefits, Online Trust, and Personal Information Disclosure in Online Shopping", The Journal of Asian Finance, Economics and Business, 6(4), pp.261~270 (2019), 한국유통과학회
  46. Nguyen, M. H., "Perceived mental benefits of online shopping", Journal of Science, 14(1), pp.3~17 (2019)
  47. Nguyen, H. M., "Perceived Mental Benefit in Electronic Commerce: Development and Validation", Sustainability, 11(23), pp.6587~6608 (2019)
  48. Nguyen, M. H., "A Study on the Chain of Cost-Values-Online Trust : Applications in Mobile Commerce in Vietnam", Journal of Applied Economic Sciences, 14(1), pp.269~280 (2019)
  49. O'Cass, A., "Fashion clothing consumption : antecedents and consequences of fashion clothing involvement", European Journal of Marketing, 38(7), pp.869~882 (2004)
  50. Oliver, R. L., "Whence consumer loyalty?", Journal of Marketing, 63(Special), pp.33~44 (1999)
  51. Palmatier, R. W., "Factors influencing the effectiveness of relationship marketing : a meta-analysis", Journal of Marketing, 70(4), pp.136~153 (2006)[DOI]
  52. Jungkun Park, "M-payment service: Interplay of perceived risk, benefit, and trust in service adoption", Human Factors and Ergonomics in Manufacturing & Service Industries, 29(1), pp.31~43 (2019), Wiley[DOI]
  53. Pavlou, P. A., "Consumer acceptance of electronic commerce : Integrating trust and risk with the technology acceptance model", International journal of electronic commerce, 7(3), pp.101~134 (2003)
  54. Pratminingsih, S. A., "Factors influencing customer loyalty toward online shopping", International Journal of Trade, Economics and Finance, 4(3), pp.104~110 (2013)
  55. Rai, A. K., "The antecedents of customer loyalty : An empirical investigation in life insurance context", Journal of Competitiveness, 5(2), pp.139~163 (2013)
  56. Reichheld, F. F., "E-loyalty : your secret weapon on the web", Harvard Business Review, 78(4), pp.105~113 (2000)
  57. Rick, S. I., "The benefits of retail therapy : Making purchase decisions reduces residual sadness", Journal of consumer Psychology, 24(3), pp.373~380 (2014)
  58. Rupp, M. A., "The impact of technological trust and self- determined motivation on intentions to use wearable fitness technology", Proceedings of the human factors and ergonomics society annual meeting, pp.1434~1438 (2016), SAGE Publications
  59. Scheinkman, J. A., "The new palgrave dictionary of economics" (2008), Palgrave Macmillan
  60. Sheth, J. N., "Patronage Behaviour and Retail Management", pp.9~28 (1983), Elsevier Science Publishing Co, Inc
  61. Sinha, P., "E-retailing in developing economy-A study on consumers'perceptions", Academy of Marketing Studies Journal, 20(3), pp.62~72 (2016)
  62. Sirdeshmukh, D., "Consumer trust, value, and loyalty in relational exchanges", Journal of Marketing, 66(1), pp.15~37 (2002)[DOI]
  63. Srinivasan, S. S., "Customer loyalty in e-commerce : An exploration of its antecedents and consequences", Journal of Retailing, 78(1), pp.41~50 (2002)
  64. Srivastava, M., "Mechanics of engendering customer loyalty : A conceptual framework", IIMB management review, 30(3), pp.207~218 (2018)
  65. Sweeney, J., "Consumer perceived value : The development of a multiple item scale", Journal of Retailing, 77(2), pp.203~220 (2001)
  66. Viswanath Venkatesh, "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies", Management Science, 46(2), pp.186~204 (2000), Institute for Operations Research and the Management Sciences (INFORMS)[DOI]
  67. Varsha Verma, "Does relationship marketing matter in online retailing? A meta-analytic approach", Journal of the Academy of Marketing Science, 44(2), pp.206~217 (2016), Springer Science and Business Media LLC[DOI]
  68. "Vietnam E-Commerce White Paper 2019" (2019)[URL]
  69. Wood, R., "Consumer Sexualities: Women and Sex Shopping" (2017), Routledge
  70. Xu, H., "The personalization privacy paradox : An exploratory study of decision making process for location-aware marketing", Decision support systems, 51(1), pp.42~52 (2011)[DOI]
  71. Zeithaml, V. A., "The behavioral consequences of service quality", Journal of Marketing, 60(2), pp.31~46 (1996)

관련 논문AI추천

이 간행물의 다른 논문 (9건)