Determinant Factors of E-Loyalty in Customer-to-Customer E-Commerce Moderated by Gender
E-commerce businesses dealt with one of the most important challenges, which was to create personalized e-loyalty for their customers to stay loyal to their e-commerce platform. The research used the 8C's framework developed to determine the effect of customization, contact interactivity, care,...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Bina Nusantara University
2022-07-01
|
| Series: | Journal the Winners |
| Subjects: | |
| Online Access: | https://journal.binus.ac.id/index.php/winners/article/view/7516 |
| Summary: | E-commerce businesses dealt with one of the most important challenges, which was to create personalized e-loyalty for their customers to stay loyal to their e-commerce platform. The research used the 8C's framework developed to determine the effect of customization, contact interactivity, care, community, convenience, cultivation, choice, and character variables on e-loyalty by using gender as a moderating variable. A quantitative method was implemented by having 247 respondents belonging to the millennial category who have made online transactions on the C2C e-commerce platform at least once in the past month. Using the PLS-SEM method, the findings show that customization, contact interactivity, cultivation, community, and convenience can affect e-loyalty on C2C e-commerce platforms. In addition, the research finds that gender can have a moderating effect on customization and community. |
|---|---|
| ISSN: | 1412-1212 2541-2388 |