FEMALE ONLINE SHOPPERS EXAMINING THE MEDIATING ROLES OF E-SATISFACTION AND E-TRUST ON E-LOYALTY DEVELOPMENT

Abstract

The competition of e-tail or e-commerce increases the number of female customer to shop in online stores. Thus, understanding how female customers’ e-loyalty is formed and fostered in this type of online store becomes very important. The aim of this research is to focus on female Shopee online shoppers and to examine the mediators of e-loyalty in the context of online stores: e-satisfaction and e-trust. The data was collected by using questionnaire based on Likert Scale with the total of 255 respondents. The data was analyzed by using Structural Equation Modeling (SEM) analysis and moderated regression analysis with the help of SPSS and LISREL. This research revealed that perceived online privacy did not have a direct and positive effect associated with e-trust. Perceived online security had positive effect on e-trust. Furthermore, perceived delivery time and web site design were positively associated with e-satisfaction. Both e-trust and e-satisfaction in turn positively influence e-loyalty for female online shoppers.