Determinants of Customer e-Loyalty among e-Commerce in Chinese People’s Perspective: A Case Study Beijing, China

Purpose – This study aims to evaluate and validate those relations influencing variables of e-loyalty, e-satisfaction, and e-trust.

Design/Methodology/Approach – This study examines how e-trust, e-satisfaction, and e-loyalty affect Chinese e-commerce customer loyalty. This study will examine how each component influences e-commerce client loyalty. The literature review yielded a conceptual framework. Online Chinese clients provided the data. Multiple linear regression tests the hypothesis thru the JAMOVI program. This study used primary and secondary sources to generate data. Researchers can get primary data from survey respondents. Primary data is credible because it was gathered from a responder based on the study’s criteria. A questionnaire survey was used to collect primary data from Beijing-based Chinese e-commerce users. Individuals provided primary data. In addition, respondents rated their experiences on a 5-point Likert scale. This enables researchers to analyze e-commerce customer loyalty. Then, collecting data from 384 respondents, the researcher coded and tested the hypothesis.

Findings – Findings indicated that Convenience and Enjoyment impact E-satisfaction. Moreover, two variables impact E-trust: the clear shopping process and a reliable payment system. Finally, E-satisfaction and E-trust significantly influence E-loyalty.

Research Limitations/Implications – The investigation focused on three Beijing e-loyalty indicators due to time restrictions. The simple buying process and reliable payment method, e-trust, and e-satisfaction. Future research will need a similar investigation to increase component comprehension. This study will assess whether to add e-loyalty elements. Further research with a broader population and sample size will improve generalizability and trustworthiness. Participants are Chinese e-commerce users; conclusions may not apply to others. New research in other nations may yield better outcomes. The research model does not account for indirect or mediated relationships in this study’s data.

Originality/value – Customers are delighted when they can conveniently shop online, especially when businesses offer those rewards and discounts. This is true when the organization offers online shoppers prizes and discounts. Customers’ perceptions of a website’s security affect their online trust. Plus, a faster shopping experience and a safe payment mechanism. Trust and contentment impact a customer’s intention to buy again.

Keywords – E-commerce; convenience; enjoyment; clear shopping process; reliable payment system; E-satisfaction; E-trust; E-loyalty

JEL code classification – M10, M12, M15