The Impact of Attitude Towards Online Shopping in Strengthening the Relationship Between Online Shopping Experience and E-Customer Engagement

Q3 Decision Sciences International Journal of Customer Relationship Marketing and Management Pub Date : 2023-08-09 DOI:10.4018/ijcrmm.327869

Bilal Ahmad Ali Al-khateeb, Fakher Jaoua, E. Mohamed

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Abstract

In the last few years, it is clear that changes in technologies have altered the ways people shop across the globe, particularly through the Internet. Online shopping experience represents one of these ways, presenting opportunities for people to shop online. However, online store owners are quite concerned about how online shopping experiences seem to influence customer attitudes. In this regard, this research investigates the relationships between the online shopping experience, the attitude towards online shopping, and e-customer engagement. A survey questionnaire was distributed to 342 online customers shopping in Saudi Arabia, through Google form survey procedure. The application of SPSS, and structural equation methods shows two results. On the one hand, providing a positive online shopping experience leads to cultivating a favorable attitude toward online purchasing, and consequently improving e-customer engagement. Gender, on the other hand, has no effect on the impact of online buying experience, and attitude towards online shopping on e-customer engagement.

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网上购物态度对加强网上购物体验与电子客户参与关系的影响

在过去的几年里，很明显，技术的变化改变了全球各地人们的购物方式，尤其是通过互联网。网上购物体验代表了其中一种方式，为人们提供了网上购物的机会。然而，网店店主非常担心网上购物体验如何影响顾客的态度。在这方面，本研究调查了网上购物体验、对网上购物的态度和电子客户参与度之间的关系。通过谷歌表格调查程序，向342名在沙特阿拉伯购物的在线顾客分发了一份调查问卷。应用SPSS软件，和结构方程方法显示了两个结果。一方面，提供积极的网上购物体验可以培养对网上购物的积极态度，从而提高电子客户的参与度。另一方面，性别对网上购物体验和态度对电子客户参与度的影响没有影响。

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