THE INFLUENCE OF PERCEIVED VALUE ON CUSTOMER LOYALTY IN ONLINE SHOPPING ENVIRONMENT: MEDIATING ROLE OF CUSTOMER SATISFACTION AND CUSTOMER TRUST

Abstract

The rapid advancement of science and technology has driven significant growth in the service industry, enabling the retail sector to overcome traditional regional constraints and embrace globalization. Due to the quick advancements in digital technology, managing retail online has grown in importance compared to traditional shopping. Nevertheless, research on how customer perceived value leads to customer loyalty has paid little attention to the roles of satisfaction and trust among online customers. The authors study how these associations exist among the people of Northeast China which shares the same digital media consumption patterns as other areas. 508 complete answers were obtained from the distribution of a structured questionnaire to online shoppers. With SEM, the study looked at the direct and indirect ways six areas considered as perceived value—service quality, product quality, cost, convenience, safety and experience—influenced satisfaction, trust and loyalty. It has been confirmed that satisfaction and trust highly participate in shaping the link between value and loyalty. The generated results influence theories in digital consumer behaviour and help improve the ways firms design platforms aimed at keeping customers coming back to E-business. In addition, the study shares guidance on how to improve trust and satisfaction among users of e-government services.