| Autor: |
Abrar, Muhammad, Bashir, Mohsin, Baig, Sajjad Ahmed, Shabbir, Rizwan, Ali, Sohaib |
| Předmět: |
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| Zdroj: |
Journal of Managerial Sciences; Apr-Jun2019, Vol. 13 Issue 2, p47-58, 12p |
| Abstrakt: |
Today, the technological advancement which makes our lives easier and faster is the consequence of E-tailing. In Pakistan, the e-commerce concept is growing very fast, but limited researches have documented various factors which help to foster online consumer engagement. This study was planned to examine online consumer engagement of customers towards online shopping from Saeed Ajmal Online stores. The target population was customers that visited Saeed Ajmal Online Store and resident of Faisalabad City. Respondents were contacted through the Facebook account that is associated with Saeed Ajmal Online Store. Useable responses were 200 after data screening. Outcomes of this study showed that website quality, brand experience, brand familiarity played a role to develop e-trust, which led to customer engagement. However, partial mediation of e-trust was found in developing online customer engagement. Limitations and future research directions are also discussed. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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