Perceived Sustainability and Customer Engagement in the Online Shopping Environment: The Rational and Emotional Perspectives
| Autor: | Xiaojing Sun, Dongwei Yan, Xiao Chen, Decheng Wen |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
Customer engagement
Geography Planning and Development TJ807-830 Management Monitoring Policy and Law TD194-195 perceived sustainability Structural equation modeling Renewable energy sources customer engagement Transactional leadership 0502 economics and business GE1-350 Product (category theory) Marketing Empirical evidence Service (business) Environmental effects of industries and plants Renewable Energy Sustainability and the Environment 05 social sciences Questionnaire online shopping Environmental sciences Sustainability 050211 marketing Psychology 050203 business & management |
| Zdroj: | Sustainability Volume 12 Issue 7 Sustainability, Vol 12, Iss 2674, p 2674 (2020) |
| ISSN: | 2071-1050 |
| DOI: | 10.3390/su12072674 |
| Popis: | As increasing numbers of customers pay attention to product and service sustainability when shopping online, more and more firms in the online market engage in promoting perceived sustainability to establish close customer relationships. Prior studies implied the effects of perceived sustainability on transactional customer relationships, however, the role of perceived sustainability in influencing nontransactional customer relationships has received little attention. Drawing on existing conceptual models, this study aimed at exploring the effects of perceived sustainability on rational and emotional customer engagement (CE) in the online shopping environment. The data were collected through a questionnaire survey in China. Using the partial least squares (PLS) approach-based structural equation modeling (SEM) method, the authors found that perceived sustainability positively affects the two CE orientations through influencing short- and long-term transactional attitudes (satisfaction and commitment). A strong interrelationship between rational and emotional CE was also found. This is the first study presenting empirical evidence of the effects of perceived sustainability on nontransactional customer relationships from the rational and emotional perspectives. It also provides critical implications for online sellers in designing engagement programs. |
| Databáze: | OpenAIRE |
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