E-commerce service quality, electronic trust, sustainable lifestyle, green perceived value and customer electronic loyalty towards sustainable fashion products via e-commerce in Thailand
Keywords:
E-commerce Service Quality, Electronic Trust, Sustainable Lifestyle, Green Perceived Value, Electronic Loyalty, Sustainable Fashion ProductsAbstract
This research aimed to 1) develop and examine the consistency of the structural equation model of factors influencing customers’ e-loyalty to sustainable fashion products via e-commerce in Thailand, and 2) study the direct, indirect, and total effect on customers’ e-loyalty to sustainable fashion products via e-commerce in Thailand. This research was a quantitative research using a questionnaire as a research tool. The sample group of the research was 400 male and female customers aged 18 years and above who purchased or used sustainable fashion products which are mass market fashion brands distributed via e-commerce channels in Thailand. A multi-stage sampling method was used. This research used descriptive statistics and structural equation modeling. The results of the research revealed that the structural equation model of factors influencing customers’e-loyalty to sustainable fashion products via e-commerce in Thailand is consistent with the empirical data. In addition, the results of the hypothesis testing found that: 1) e-commerce service quality has a direct effect on customers' e-trust in e-commerce sustainable fashion products in Thailand; 2) e-commerce service quality and sustainable lifestyle have a direct effect on customers' green perceived value of e-commerce sustainable fashion products in Thailand; 3) e-trust, green perceived value, and sustainable lifestyle have a direct effect on customers' e-loyalty towards e-commerce sustainable fashion products in Thailand; 4) e-commerce service quality has an indirect effect on customers' e-loyalty towards e-commerce sustainable fashion products in Thailand through e-trust and through green perceived value; and 5) sustainable lifestyle has an indirect effect on customers' e-loyalty towards e-commerce sustainable fashion products in Thailand through green perceived value with the statistical significance level of 0.001.
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