An integrated model for customer's e-loyalty: : evidence from online shopping in Vietnam

The purpose of this study is to explore the antecedences and consequences of consumer's e-loyalty in the context of online shopping in Vietnam. Using a structured questionnaire, data was collected from 594 consumers who have ever purchased on online shopping websites. Partial least squares structural equation modelling (PLS-SEM) using SmartPLS 3.0 software was employed to discover links between the constructs. The results indicated the positive impact of website quality on e-loyalty; this relationship was mediated partially through consumer e-trust and e-satisfaction. Consequently, e-loyalty had a positive association with electronic word of mouth (eWOM). The main findings of this research provided some empirical implications for internet marketers and online retailers in Vietnam. E-vendors should understand the customers' expectations and e-loyalty regarding online shopping to attract new customers as well as retain their existing customers.