Female online shoppers: Examining the mediating roles of e-satisfaction and e-trust on e-loyalty development

Purpose – As the number of female customers shopping in online clothing stores increases, understanding how female customers’ e-loyalty is formed and fostered in this type of online store becomes very pivotal. Yet, despite its importance, little research has been done on this issue. The purpose of this paper is to focus on female online clothing shoppers and aim to examine the mediators of e-loyalty in the context of online clothing stores: e-satisfaction and e-trust. Design/methodology/approach – A total of 482 subjects who are female and have online clothing store shopping experience in Taiwan were obtained and structural equation modeling was performed to analyze the measurement and structural models. Findings – The results show that both perceived online privacy and security are positively associated with e-trust, whereas web design is not. Furthermore, perceived delivery time and web site design are positively associated with e-satisfaction. Both e-trust and e-satisfaction in turn positively influenc...

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