Effects of Digital Customer Experience on Malaysian Millennials E-Loyalty: Examining the Premium Fashion Brands Online Stores

Abstract

Objective: Worldwide, millennials are taking over the online shopping since the first lockdown and the endemic has made changes in customer experience (CX) in the fashion retail industry. Based on the stimulus-organism-response (SOR) approach developed by Mehrabian and Russel (1974), the purpose of this study is to investigate the effect of experiential state (e.g., cognitive experiential state, affective experiential state) through attitudinal state (e.g., e-trust, e-satisfaction) to behavioural state (e.g., e-loyalty). Methodology: A self-administered questionnaire (SAQ) survey (e.g., e-questionnaire) is conducted using convenience sampling. This descriptive study includes the Malaysian millennials (i.e., age between 25 to 40 years old) who are residing in Klang Valley area and have at least one-time online shopping experience via the premium fashion brands’ mobile application (e.g., Zalora, Uniqlo, H&M, Adidas, Charles & Keith, Monki, etc). The structural equation modeling sampling formula are used to determine sample size and 250 e-questionnaires are collected. To data analysis and test the research hypotheses, SPSS 22.0 and Smart PLS 2.0 software are used. Findings: The findings in this study offer guidelines on how to utilize digitalization to leverage CX and the relevant suggestions are provided. Implications: This study contributes to academia and the industry, discussing both theoretical contributions and managerial implications.