Building e-trust and e-retention in online shopping: the role of website design, reliability and perceived ease of use

• Oussama Saoula ^[1] ; Amjad Shamim ^[2] ; Norazah Mohd Suki ^[1] ; Munawar Javed Ahmad ^[3] ; Muhammad Farrukh Abid ^[2] ; Ataul Karim Patwary ^[4] ; Amir Zaib Abbasi ^[5]
  1. [1] Northern University of Malaysia

     Northern University of Malaysia

     Malasia

     
  2. [2] Universiti Teknologi Petronas

     Universiti Teknologi Petronas

     Malasia

     
  3. [3] Iqra University

     Iqra University

     Pakistán

     
  4. [4] Universiti Malaysia Kelantan

     Universiti Malaysia Kelantan

     Malasia

     
  5. [5] King Fahd University of Petroleum and Minerals

     King Fahd University of Petroleum and Minerals

     Arabia Saudí

     

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• Localización: Spanish journal of marketing-ESIC, ISSN 2444-9695, ISSN-e 2444-9709, Vol. 27, Nº. Extra 2, 2023 (Ejemplar dedicado a: Consumer Engagement: Contemporary Challenges in an Evolving World)
• Idioma: inglés
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• Resumen

  • Purpose This study aims to examine the impact of website design, reliability and perceived ease of use as an engagement motivational factors on customer e-trust and e-retention in online shopping.

    Design/methodology/approach By using deductive approach, quantitative methods and purposive sampling technique, this study has collected the data from 295 young online customers to enhance an understanding of website design, reliability and perceived ease of use in an online shopping context.

    Findings The findings revealed interesting insights where reliability is the most significant predictor of customer e-trust in online shopping, followed by perceived ease of use and website design. In addition, a significant mediating effect of e-trust is found between customer e-retention, website design, reliability and perceived ease of use.

    Research limitations/implications Future research is recommended to predict the antecedents of online engagement motivational factors with value co-creation and co-creation experience in online shopping context.

    Originality/value This study offers fresh insights about driving elements and impediments of online customer retention. Customer engagement comprising of website design, reliability and perceived ease of use appear to influence the online customer retention through direct and indirect effect.