The Impact of Perceived Web Quality, Trust, eWOM and Attitude on e-loyalty of Fashion Goods: A Mediating Role of Customer Satisfaction

Abstract

Purpose – This paper aims to investigate the relationship between
trust in the intention of online shopping of fashion goods and the
influence on social media use. In particular, this study will examine
the relationship between attitude towards online shopping websites,
customer satisfaction and e-loyalty.
Design/methodology/approach – Quantitative analysis was used to
test hypotheses using investigative methods for the purpose of data
collection. A total of 709 respondents participated, 309 participated
in the online survey, and 400 responded to the physical survey. The
data were quantitatively analyzed through IBM SPSS Statistics24.
Findings – The findings from this study suggest attitude towards
online shopping intend to e-loyalty. The factor Customer satisfaction
has a significant and positive influence on e-loyalty as well. Among
these factors, attitude towards online shopping is the main
contributor for e-loyalty.
Practical implications– This study provides useful statistics for online
retailers. Nonetheless, there are previous research findings that
impact the trading and performance of retailers, where many online
outlets face certain risks for their online business. The results of this
study are expected to help online stores to develop strategies to
limit security risks, especially for advanced e-commerce.
Originality/value – Improving online purchases payment protection
poses several problems for consumers, including data protection,
electronic contract validity, enforceability and improper data
disclosure. This issue occurred because many online stores are
unaware of the essential factors that contribute to the current risk.
Consumers' perceived risks affect customer attitudes in purchasing
behavior when buying online.