Customer Loyalty to C2C Online Shopping Platforms: An Exploration of the Role of Customer Engagement

被引：14
|
作者：
Cheung, Christy M. K. [1 ]
Zheng, Xiabing [2 ]
Lee, Matthew K. O. [2 ]
机构：
[1] Hong Kong Baptist Univ, Dept Finance & Decis Sci, Hong Kong, Hong Kong, Peoples R China
[2] City Univ Hong Kong, Dept Informat Syst, Hong Kong, Hong Kong, Peoples R China
来源：
2014 47TH HAWAII INTERNATIONAL CONFERENCE ON SYSTEM SCIENCES (HICSS) | 2014年
关键词：
Customer engagement; online shopping platforms; e-marketplace; customer loyalty; electronic word of mouth; repurchase; WORK ENGAGEMENT; SATISFACTION; TRUST; PERFORMANCE; COMMITMENT; COMMUNITY; INTENTION;
D O I：
10.1109/HICSS.2014.382
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
With the keen competition in C2C e-marketplaces, C2C online shopping platform providers are finding ways to keep and maintain customer relationship. In this study, a research model that examines the role of customer engagement in customer loyalty to C2C online shopping platforms is proposed and empirically tested with 385 customers who have used Taobao to perform online shopping. The results provide supports to our research hypotheses and illustrate the importance of customer engagement in building customer loyalty to C2C online shopping platforms. Findings of this study are expected to provide useful insights for emarketers to develop loyalty through customer engagement in online shopping platforms as well as for researchers to better understand the relationship between customer engagement and loyalty in consumer-based e-marketplace.
引用
收藏
页码：3065 / 3072
页数：8
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