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The Effects of B2C Interaction on Customer Loyalty

Xinyue Yang
Xinyue Yang
 y 
Qinjian Yuan
Qinjian Yuan
   | 22 jun 2018
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Article Category: Research Paper
Publicado en línea: 22 jun 2018
Páginas: 78 - 104
Recibido: 03 mar 2018
Aceptado: 28 may 2018
DOI: https://doi.org/10.2478/jdis-2018-0010
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© 2018 Walter de Gruyter GmbH, Berlin/Boston, published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Figure 1

Theoretical Model.
Theoretical Model.

Figure 2

Research Model Result s.Notes. p<0.05;p<0.01;p<0.001.
Research Model Result s.Notes. p<0.05;p<0.01;p<0.001.

Several common interactive tools.

Interactive toolFeatures
WebsitesThe most common and well-established interactive tool, with abundant information and various functions, crucial to e-commerce survival, and success (Homsud & Chaveesuk, 2014)
Mobile applicationsNew tools to implement business penetration and conduct mobile electronic commerce
Communities (sponsored by the enterprise)Visual places where customers can exchange information about products and service with each other, and believed to reap the benefits of both peerless customer loyalty and impressive economic returns (Hagel, 1999)
The enterprise’s blog and social media accountsGood platforms for displaying the information of enterprises and products
Instant messaging, mailbox, and service hotlineIntegration of the interactive features of the Internet and customer communication and common ways to provide customers with desirable information and cross-selling offers regularly

Construct reliability and convergent validity.

ConstructsItemsStandard loadingT StatisticsP ValueC.R.Cronbach’s αAVE
Efficiency (EF)EF10.86435.822

p<0.001.

0.8690.7750.691
EF20.90871.943

p<0.001.

EF30.70811.960

p<0.001.

Security (SE)SE10.93899.097

p<0.001.

0.9400.9040.839
SE20.92175.449

p<0.001.

SE30.88962.403

p<0.001.

Fulfillment (FU)FU10.83429.320

p<0.001.

0.8850.8040.719
FU20.87264.421

p<0.001.

FU30.83735.979

p<0.001.

Mobility (MO)MO10.88854.117

p<0.001.

0.9090.8500.770
MO20.85328.249

p<0.001.

MO30.89045.400

p<0.001.

Community (CO)CO10.83930.136

p<0.001.

0.9050.8410.760
CO20.89357.397

p<0.001.

CO30.88153.777

p<0.001.

Cultivation (CUL)CUL10.82224.012

p<0.001.

0.8630.7730.677
CUL20.80221.427

p<0.001.

CUL30.84437.660

p<0.001.

Customization (CUS)CUS10.84042.002

p<0.001.

0.8890.8140.727
CUS20.85635.310

p<0.001.

CUS30.86239.470

p<0.001.

Customer LoyaltyCL10.79227.921

p<0.001.

0.8640.8020.561
(CL)CL20.72215.925

p<0.001.

CL30.62713.428

p<0.001.

CL40.77925.175

p<0.001.

CL50.81032.035

p<0.001.

AVE & Construct Correlations.

ConstructsAVECLCOCULCUSEFFUMOSE
CL0.6260.791
CO0.7590.4650.871
CUL0.6770.5360.4650.823
CUS0.7260.4320.5760.5170.852
EF0.6910.5400.3110.4660.3180.831
FU0.7190.5370.3960.4850.4070.6640.848
MO0.7700.5100.2860.4450.2760.6080.6170.877
SE0.8390.4820.4150.3520.4640.4860.6310.3430.916

j.jdis-2018-0010.tab.006.w2aab3b7b5b1b6b1ab1c11b1b1aAa

FactorCLCOCULCUSEFFUMOSE
CL10.8160.4010.4150.4010.4630.5000.4460.425
CL20.7450.2720.3650.2980.4160.4260.3820.396
CL40.7810.4080.4160.3540.3680.3630.3670.369
CL50.8210.3810.4990.3040.4560.4020.4140.334
CO10.4290.8480.4740.5320.3370.3830.3010.399
CO20.4150.8900.3440.4450.2410.3170.2460.342
CO30.3660.8750.3930.5300.2260.3310.1910.339
CUL10.4770.3400.8220.3600.4730.4570.4750.257
CUL20.4290.2640.8020.3150.3810.3310.4260.135
CUL30.4280.4850.8440.5380.3280.4040.2620.405
CUS10.4310.4350.5000.8420.3700.3490.2880.354
CUS20.3020.4940.3970.8560.2230.3350.2320.417
CUS30.3500.5550.4070.8600.1920.3540.1710.427
EF10.5100.2890.4320.3310.8640.5970.5300.448
EF20.4900.2460.3800.2400.9080.6230.5450.420
EF30.3180.2450.3530.2170.7080.4050.4350.336
FU10.5100.3090.4700.2770.6060.8360.6360.426
FU20.4300.3290.3260.3720.5720.8720.4460.635
FU30.4250.3710.4420.3880.5080.8350.4890.540
MO10.4750.2150.3720.2230.5860.5640.8890.313
MO20.4120.2490.3990.1880.4850.4910.8510.284
MO30.4520.2900.4030.3110.5230.5660.8910.304
SE10.4150.3360.2890.4570.4330.5770.2850.937
SE20.4030.3950.3030.4250.3950.5660.2600.921
SE30.5050.4080.3730.3950.5040.5890.3940.889

j.jdis-2018-0010.tab.005.w2aab3b7b5b1b6b1ab1c11ab1aAa

ConstructMeasurement itemSource
Efficiency (EF)EF1: This interactive tool is simple to use. EF2: The instructions and descriptions about it is easy to learn. EF3: It is easy to find what I need when using it.Koufaris & Hampton-Sosa (2004)
SecuritySE1: I feel safe and trust of the interactive tool.Yoo & Donthu (2001)
(SE)SE2: I am confident of security with it.Zeithaml et al. (2002)
SE3: It has a security system for my information.
Fulfillment (FU)FU1: The interactive tool delivers orders when promised. FU2: It makes accurate promises about the delivery of products.Parasuraman et al. (2005)
FU3: It is truthful about its offerings.
Mobility (MO)MO1: Wherever I get access to the Internet, I can enjoy the services provided by the interactive tool. MO2: It can be opened and used in several kinds of terminals. MO3: I can use this interactive tool for shopping at any moment.Clarke (2001)Ngai & Gunasekaran (2007)
Community (CO)CO1: I get some nice advice and helps from the interactive tool. CO2: I am willing to share information and experiences, and answer questions through it with other customers online. CO3: It makes me share a common bond with other members, and we become strongly affiliated with one another.Frank (1997) Srinivasan et al. (2002)
Cultivation (CUL)CUL1: The interactive tool sends me information that is relevant to my purchases. CUL2: It pushes some discount information increase its share of my business. CUL3: I receive some links to relevant pages about making a purchase from it.Srinivasan et al. (2002)
Customization (CUS)CUS1: The interactive tool understands my specific needs and makes personal purchase recommendations. CUS2: It stores all my preferences and offers me extra services or information tailored to my preferences. CUS3: It makes me feel that I am a unique customer.Wolfinbarger & Gilly (2003)
Customer Loyalty (CL)CL1: It is a wise decision for me to go shopping there, using various interactive tools. CL2: When I need to make a purchase, this B2C enterprise will be my first choice CL3: I may not consider switching to another B2C enterprise. (Legend: CL3 were removed due to insignificant loadings) CL4: After shopping on it, I will introduce it to others. CL5: I would like to go back to it if I want to make next purchase.Yoo & Donthu (2001)

Descriptive Statistics.

MeasureItemPercentage
Age<2013.2%
20–2680.8%
>266.0%
EducationSenior high or associate degree5.3%
Bachelor degree83.0%
Master degree or higher11.7%
Average monthly B2C purchase1–3 times63.4%
frequency4–8 times28.3%
>8 times8.3%
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