The Effect of Technology Trust on Customer E-Loyalty in Online Shopping and the Mediating Effect of Trustworthiness

Wong, Winnie Poh-Ming;Tan, Kim-Lim;Inkgo, Ida anak;Lim, Chiu-Yong

Abstract

Ubiquity of technology in present day living is reflected by the increasing number of savvy consumers worldwide, who can now shop online from the convenience of their homes. This study, therefore, endeavored to: (1) investigate the relationship between technology trust (security and privacy), trustworthiness, and customer e-loyalty in the context of Malaysia, as a leading developing country, and (2) determine the mediating effect of trustworthiness on the relationship between technology trust and e-loyalty. It employed a quantitative research method using a survey with 395 respondents, who had conducted at least one online transaction in the past three months. SmartPLS, which runs a variance-based structural equation modeling was used as the analytical tool to test the research model. Findings revealed that security, privacy, and trustworthiness are positively related to customers’ e-loyalty. This study also highlighted the critical role of trustworthiness as mediator of the relationships. Further discussions on theoretical and practical implications, limitations, and future research directions are presented.

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Journal of Marketing Advances and Practices

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2682-8170

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Sarawak Research Society

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