Wong, Pei Yee (2019) Factors influencing e-loyalty in online shopping among digital natives. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)
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Abstract
E-commerce is growing rapidly nowadays, and influencing the customers and sellers. Online shopping is increasing rapidly with the ease of use and high-speed internet service. For online retailers (E-retailers), a loyal customer is important to run their business online. The emergence of E-commerce, the new concept, has been made which is Electronic loyalty (E-loyalty) that brings the concept of loyalty into the context of the online environment. The past researchers concluded that E-loyalty can be influenced by various factors. Thereby, the purpose of this study is to investigate the factors influencing E-loyalty in online shopping among digital natives. The factors influence E-loyalty will be examined in ease of use, efficiency, privacy, responsiveness and website design. All these have been investigated and examine in which factors most influencing E-loyalty in online shopping among digital natives. The results of this study will use a quantitative method to collect and gather data and information, and it is explanatory research. Next, the questionnaire will be distributed to the respondent in Melaka to acquire the result for this research. A total of 384 respondents are collected in this research. Therefore, this study revealed that except efficiency and responsiveness, all the other three factors include ease of use, privacy and website design having a significant relationship with E-loyalty in online shopping among digital natives. Website design is the most influencing on E-loyalty in online shopping, followed by ease of use and privacy. In short, this study concluded that the importance of these factors will definitely assist marketing managers or online retailer to obtain customer loyalty in online markets.
| Item Type: | Final Year Project (Project Report) |
|---|---|
| Uncontrolled Keywords: | Customer loyalty, Customer relations, Consumer satisfaction |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Library > Final Year Project > FPTT |
| Depositing User: | Sabariah Ismail |
| Date Deposited: | 26 Apr 2021 01:20 |
| Last Modified: | 15 Feb 2024 00:21 |
| URI: | http://digitalcollection.utem.edu.my/id/eprint/25228 |
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