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The Impact of Attitude Towards Online Shopping in Strengthening the Relationship Between Online Shopping Experience and E-Customer Engagement
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Author(s): Bilal Ahmad Ali Al-Khateeb (Imam Mohammad Ibn Saud Islamic University, Saudi Arabia), Fakher Moncef Jaoua (Imam Mohammad Ibn Saud Islamic University, Saudi Arabia & University of Sfax, Tunisia)and Elsayed Sobhy Ahmed Mohamed (Imam Mohammad Ibn Saud Islamic University, Saudi Arabia & Faculty of Commerce, Tanta University, Egypt)
Copyright: 2023
Volume: 14
Issue: 1
Pages: 25
Source title:
International Journal of Customer Relationship Marketing and Management (IJCRMM)
Editor(s)-in-Chief: Riyad Eid (United Arab Emirates University, UAE)
DOI: 10.4018/IJCRMM.327869
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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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