Online personal selling, platform engagement and e-loyalty. (16th July 2021)

• Record Type: Journal Article
• Authors: Zuo, Na; Khan, Jashim
• Is Part Of: International journal of entertainment technology and management. Volume 1:Number 2(2021)
• Page Start: 185
• Page End: 200
• Publication Date: 2021-07-16
• Subjects: retailer website quality -- online personal selling -- e-loyalty
• Languages: English
• ISSNs: 1475-8954

Abstract

This research examines the relationship between online shopping mall quality, consumer platform engagement and e-loyalty by examining the mediating role of online personal selling in the above relationship. Non-probability criterion-based purposive sampling resulted in 208 participants participating in this research. Results show a direct relationship between online retail quality and consumer platform engagement, and e-loyalty. Online personal selling plays a mediating role between platform engagement and e-loyalty. Managerially, organisations should enhance shopping platform quality in order to keep customers engaged, embed more online personal selling functions to facilitate e-loyalty.