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 proceedingpeer-review

    18 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
    Event2014 47th Hawaii International Conference on System Sciences (HICSS-47) - 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

    Conference2014 47th Hawaii International Conference on System Sciences (HICSS-47)
    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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