{"title":"Online personal selling, platform engagement and e-loyalty","authors":"N. Zuo, J. Khan","doi":"10.1504/ijenttm.2021.116789","DOIUrl":null,"url":null,"abstract":"This research examines the relationship between online shopping mall quality, consumer platform engagement and e-loyalty by examining the mediating role of online personal selling in the above relationship. Non-probability criterion-based purposive sampling resulted in 208 participants participating in this research. Results show a direct relationship between online retail quality and consumer platform engagement, and e-loyalty. Online personal selling plays a mediating role between platform engagement and e-loyalty. Managerially, organisations should enhance shopping platform quality in order to keep customers engaged, embed more online personal selling functions to facilitate e-loyalty.","PeriodicalId":433484,"journal":{"name":"International Journal of Entertainment Technology and Management","volume":"66 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2021-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Entertainment Technology and Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1504/ijenttm.2021.116789","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 1
Abstract
This research examines the relationship between online shopping mall quality, consumer platform engagement and e-loyalty by examining the mediating role of online personal selling in the above relationship. Non-probability criterion-based purposive sampling resulted in 208 participants participating in this research. Results show a direct relationship between online retail quality and consumer platform engagement, and e-loyalty. Online personal selling plays a mediating role between platform engagement and e-loyalty. Managerially, organisations should enhance shopping platform quality in order to keep customers engaged, embed more online personal selling functions to facilitate e-loyalty.
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