Title: Online personal selling, platform engagement and e-loyalty

Authors: Na Zuo; Jashim Khan

Addresses: Surrey International Institute, 217 Jianshan Street, Shahekou District, Dalian, China ' University of Surrey, Guildford, Surrey, GU2 7XH, UK

Abstract: This research examines the relationship between online shopping mall quality, consumer platform engagement and e-loyalty by examining the mediating role of online personal selling in the above relationship. Non-probability criterion-based purposive sampling resulted in 208 participants participating in this research. Results show a direct relationship between online retail quality and consumer platform engagement, and e-loyalty. Online personal selling plays a mediating role between platform engagement and e-loyalty. Managerially, organisations should enhance shopping platform quality in order to keep customers engaged, embed more online personal selling functions to facilitate e-loyalty.

Keywords: retailer website quality; online personal selling; e-loyalty.

DOI: 10.1504/IJENTTM.2021.116789

International Journal of Entertainment Technology and Management, 2021 Vol.1 No.2, pp.185 - 200

Received: 31 Dec 2019
Accepted: 30 Dec 2020
Published online: 02 Aug 2021 *

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