A Structural Relationship Model Between e-Commerce Quality and Online Customer Loyalty with Perceived Value and Satisfaction as Mediating Variables
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Abstract
This research article aims to study (1) the factors of the system quality, e-service quality, and data quality affecting online customer loyalty through the perceived value and satisfaction; develops and verifies (2) the structural relationship model between the system quality, e-service quality, and data quality on online customer loyalty through the perceived value and satisfaction. The quantitative research approach was employed with a questionnaire as an instrument to collect data from 400 members of the sample population who were online customers using the technique of random sampling. Datawere analyzed using descriptive statistics, confirmatory factor analysis, and structural equation modeling (SEM).
Findings are as follows: The SEM analysis found that the model was congruent with empirical data at a good level with chi-squared distribution (χ²) at 150.329; degrees of freedom (df) at 133; relative chi square (χ²/df) at 1.130; probability-value (p-value) at .145; the root mean square error approximation (RMSEA) at .019; and goodness of fit index (GFI) at .958. In addition, the research findings showed the following. (1) Data quality exhibited a positive influence on the perceived value. (2) Data quality exhibited a position influence on satisfaction. (3) Satisfaction exhibited a positive influence on loyalty. (4) Data quality exhibited an indirect influence on online customer loyalty through satisfaction.
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Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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