Customer loyalty to C2C online shopping platforms: An exploration of the role of customer engagement

Christy M K CHEUNG, Xiabing Zheng, Matthew K.O. Lee

Research output: Chapter in book/report/conference proceedingConference contributionpeer-review

10 Citations (Scopus)

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.

Original languageEnglish
Title of host publicationProceedings of the 47th Annual Hawaii International Conference on System Sciences, HICSS 2014
PublisherIEEE Computer Society
Pages3065-3072
Number of pages8
ISBN (Print)9781479925049
DOIs
Publication statusPublished - 2014
Event47th Hawaii International Conference on System Sciences, HICSS 2014 - Waikoloa, HI, United States
Duration: 6 Jan 20149 Jan 2014

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
ISSN (Print)1530-1605

Conference

Conference47th Hawaii International Conference on System Sciences, HICSS 2014
Country/TerritoryUnited States
CityWaikoloa, HI
Period6/01/149/01/14

Scopus Subject Areas

  • Engineering(all)

User-Defined Keywords

  • Customer engagement
  • Customer loyalty
  • E-marketplace
  • Electronic word of mouth
  • Online shopping platforms
  • Repurchase

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