The Moderating Effect of E-Shopping Experience on E-Customer Loyalty in Generation Z

Authors

  • Syarifah Maihani University Al Muslim, Aceh, Indonesia
  • Al Mahfud Saputra University Al Muslim, Aceh, Indonesia
  • Maulizar Maulizar Politeknik Negeri Lhokseumawe
  • Yusrawati yusrawati University Al Muslim, Aceh, Indonesia
  • Maryam Jamilah Universitas Syiah Kuala, Aceh, Indonesia
  • T.M. Nur Universitas Al Muslim, Aceh, Indonesia
  • Chaidir Chaidir Universitas Syiah Kuala, Aceh, Indonesia
  • Marzuki marzuki Universitas Syiah Kuala, Aceh, Indonesia
  • Desyan Ria Universitas Al Muslim, Aceh, Indonesia

Keywords:

Website Image, Innovativeness, E-Shopping Experience, E-Satisfaction, and E-Loyalty

Abstract

The objective of this study is to explore the behavior of Generation Z (Gen-Z) in the post-pandemic era. The study will examine the impact of E-Shopping Experience (E-SE) on the relationship between E-Customer Satisfaction (E-CS) and E-Customer Loyalty (E-CL). Additionally, the study will investigate other factors that influence E-CL, such as Website Image (WI) and Innovativeness (IN). Statistical analysis is conducted using Structural Equation Modeling (AMOS-SEM) on up to 200 samples of Gen-Z online shoppers. The results found that WI factors have a significant impact on E-CL, but IN does not have a significant enough impact. E-CS partially mediates both lines of this relationship. The E-SE has a positive and significant moderation impact that can increase the impact of E-CS on E-CL. This research provides insights into creating better E-Shopping Experiences for Gen-Z users, improving E-CS and E-CL.

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Published

2024-01-02

Issue

Vol. 1 (2024): Proceedings of Malikussaleh International Conference On Education Social Humanities And Innovation (Miceshi)

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Copyright (c) 2024 Syarifah Maihani, Al Mahfud Saputra, Maulizar Maulizar, Chaidir Chaidir, Marzuki Marzuki, Afrizal Afrizal, Desyan Ria, T.M. Nur, Kumita Kumita

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