Customer Loyalty to C2C Online Shopping Platforms: An Exploration of the Role of Customer Engagement

Author

Cheung, Christy M. K. ; Xiabing Zheng ; Lee, Matthew K. O.

Author_Institution

Dept. of Finance & Decision Sci., Baptist Univ., Hong Kong, China

fYear

2014

fDate

6-9 Jan. 2014

Firstpage

3065

Lastpage

3072

Abstract

With the keen competition in C2C e-marketplaces, C2C online shopping platform providers are finding ways to keep and maintain customer relationship. In this study, a research model that examines the role of customer engagement in customer loyalty to C2C online shopping platforms is proposed and empirically tested with 385 customers who have used Taobao to perform online shopping. The results provide supports to our research hypotheses and illustrate the importance of customer engagement in building customer loyalty to C2C online shopping platforms. Findings of this study are expected to provide useful insights for emarketers to develop loyalty through customer engagement in online shopping platforms as well as for researchers to better understand the relationship between customer engagement and loyalty in consumer-based e-marketplace.

Keywords

Internet; customer relationship management; electronic commerce; retail data processing; C2C e-marketplaces; C2C online shopping platform; Taobao; consumer-based e-marketplace; customer engagement; customer loyalty; customer relationship; emarketers; Absorption; Communities; Context; Correlation; Current measurement; Internet; Psychology; Customer engagement; customer loyalty; e-marketplace; electronic word of mouth; online shopping platforms; repurchase;

fLanguage

English

Publisher

ieee

Conference_Titel

System Sciences (HICSS), 2014 47th Hawaii International Conference on

Conference_Location

Waikoloa, HI

Type

conf

DOI

10.1109/HICSS.2014.382

Filename

6758983