An investigation of customers' loyalty to social commerce websites

The emergence of web 2.0 has brought new applications that have played a significant role in extending electronic commerce websites with social commerce functionality. Social commerce is a relatively new extension of B2C electronic commerce where customers purchase products and services online with the existence of social cues in the websites (such as reviews, recommendations and sharing). In this thesis, the research examines those websites which fulfil the role of a traditional eCommerce website but have also had added to them a range of social interaction features. There has been little research in the area of customer loyalty to social commerce websites. Drawing upon theories of social presence and trust (and the Delone and McLean model of information systems success) this study aims to determine what factors affect customer loyalty to social commerce websites and to develop a framework that helps in investigating those factors. In order to achieve this objective, a quantitative approach was employed. Data was collected from social commerce users in Australia through an online survey. The quantitative survey of online social commerce customers' opinions regarding the measurement items was based on a probability sample of qualified Australian customers of social commerce websites. A stratified random sampling was used with all Australian states that constitute the strata of the Australian population. The population of the study consisted of male and female customers of multiple social commerce websites who live in Australia. Nine hundred and ninety-seven surveys were collected. After screening the data, 797 surveys were ready to be analysed. An analysis was performed using a Partial Least Squares Structural Equation Modelling (PLS-SEM) technique with SmartPLS 3 software. The findings demonstrated that reputation, satisfaction, word-of-mouth, and social presence positively contribute to explaining the variance in trust. In contrast, communication, and online shopping experience did not contribute to explain the variance in trust. Examining the relevance of significant relationships between the six exogenous constructs with trust, the results showed that satisfaction, reputation, word-of-mouth, and social presence carried comparable weights in impacting trust with path coefficients that were different in magnitude. The results imply that satisfaction, reputation, word-of-mouth and social presence are important factors to predict trust rather than communication, and online shopping experience. Among the exogenous constructs as predictors of satisfaction, service quality and information quality influence satisfaction were the most significant, whereas system quality did not influence satisfaction significantly. Finally, this study found that satisfaction, trust and social presence have a significant influence on customer loyalty to a social commerce website. This study contributes to the social commerce literature through a theoretical framework that shows how the loyalty of customers can be generated in social commerce websites. In addition, it is expected that this study will help businesses to have an understanding of how to retain their customers, which will result in higher profits. From a customer perspective, this study will give customers a way to objectively evaluate whether a social commerce site provides quality products and services. Furthermore, the study will motivate businesses to improve their websites, which in turn will provide customers with better website services

An improved negative selection algorithm based on the hybridization of cuckoo search and differential evolution for anomaly detection

The biological immune system (BIS) is characterized by networks of cells, tissues, and organs communicating and working in synchronization. It also has the ability to learn, recognize, and remember, thus providing the solid foundation for the development of Artificial Immune System (AIS). Since the emergence of AIS, it has proved itself as an area of computational intelligence. Real-Valued Negative Selection Algorithm with Variable-Sized Detectors (V-Detectors) is an offspring of AIS and demonstrated its potentials in the field of anomaly detection. The V-Detectors algorithm depends greatly on the random detectors generated in monitoring the status of a system. These randomly generated detectors suffer from not been able to adequately cover the non-self space, which diminishes the detection performance of the V-Detectors algorithm. This research therefore proposed CSDE-V-Detectors which entail the use of the hybridization of Cuckoo Search (CS) and Differential Evolution (DE) in optimizing the random detectors of the V-Detectors. The DE is integrated with CS at the population initialization by distributing the population linearly. This linear distribution gives the population a unique, stable, and progressive distribution process. Thus, each individual detector is characteristically different from the other detectors. CSDE capabilities of global search, and use of L´evy flight facilitates the effectiveness of the detector set in the search space. In comparison with V-Detectors, cuckoo search, differential evolution, support vector machine, artificial neural network, na¨ıve bayes, and k-NN, experimental results demonstrates that CSDE-V-Detectors outperforms other algorithms with an average detection rate of 95:30% on all the datasets. This signifies that CSDE-V-Detectors can efficiently attain highest detection rates and lowest false alarm rates for anomaly detection. Thus, the optimization of the randomly detectors of V-Detectors algorithm with CSDE is proficient and suitable for anomaly detection tasks

What drives consumers' e-loyalty to airlines web site? Conceptual framework and managerial implications

This study proposes a revised technology acceptance model that integrates expectation confirmation theory to measure continuance intentions of online shopping for airlines web sites. The sample respondent 465online users in Saudi Arabia. A structural equation model confirms model fit. Perceived usefulness, enjoyment, social pressure, and loyalty incentives are determinants of online flight booking continuance in Saudi Arabia. This research moves beyond online booking intentions and includes factors affecting online booking continuance. The research model explains 53% of the intention to continue booking using airlines web sites

Critical review of the e-loyalty literature: a purchase-centred framework

Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers to understand their customers better, to take advantage of industry-related factors, and to improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty are currently in use, influenced predominantly by Zeithaml et al. (J Marketing. 1996;60(2):31-46) and Oliver (1997; Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill). Additionally, we propose a new general conceptual framework, which leads to antecedents dividing e-loyalty on the basis of the action of purchase into pre-purchase, during-purchase and after-purchase factors. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage

The role of brand loyalty and social media in e-commerce interfaces: survey results and implications for user interfaces

This paper explores the role of brand loyalty and social media in e-commerce interfaces. A survey consisting of 118 respondents was contacted to address the questions relating to online shopping and brand loyalty. Link between the frequency of access and time spent on an e-commerce user interface, and brand loyalty, gender and age profile differences, and the role of social media to branding and on-line shopping was analyzed. It was found that online loyalty differs from offline loyalty and loyalty also differed across genders, showing men were more loyal than women when shopping online. Information shared about products on social media by friends and family played an important role in purchase decision making. Website interface and ease of navigation were also key aspects for online shopping. The research concluded with recommendations to create multimodal websites which are more interactive and targeted so customer experience is enhanced and loyalty is achieved through the use of interactivity and social media

Digital marketing actions that achieve a better attraction and loyalty of users: an analytical study

Currently, the digital economy contributes decisively to an increase in competitiveness, especially as a digital transformation involves migrating to new technological models where digital marketing is a key part of growth and user loyalty strategies. Internet and Digital Marketing have become important factors in campaigns, which attract and retain Internet users. This study aims to identify the main ways in which users can be gained and retained by using Digital Marketing. The Delphi method with in-depth interviews was the methodology used in this study. The results of the research show the most important actions for achieving user recruitment and loyalty with Digital Marketing from the opinions of consulted experts. The limitations of this study are those related to the number of experts included in the study, and the number of research papers consulted in the literature review. The literature review and the results of this research are used to propose new solid research with a consolidated critical methodology. This research deals with a new approach that will optimize web technologies for the evolution of user trends, and therefore, will be of academic and professional use for marketing managers and web solution developers. The conclusions of the investigation show the key factors, discarding others that do not affect the optimization of conversions in B2C businesses such as the duration of the session and the rebound percentage. Likewise, the results of the research identify the specific actions that must be carried out to attract and retain users in B2C companies that use the Digital Marketing ecosystem on the Internet. The requirements for companies that wish to implement a model to optimize conversions using the current digital economy are also shown.info:eu-repo/semantics/publishedVersio

A model of customer e-loyalty in the online banking

With the rapid growth of online banking, it has been reinforced that companies need to build and maintain loyal customers. This study models e-loyalty as the endogenous variable that includes three exogenous variables (website quality, corporate image and perceived social presence) and two mediating variables (satisfaction and trust). The model was empirically tested using data collected from an online survey of Internet forums based in Indonesia. Using structural equation modeling, the results of statistical analysis show that the model is an adequate fit to the data. All the causal relationships in this model were found to be significant. We discuss some interesting results and provide several implications for those banks which want to enhance loyalty of e-banking customers.

El valor percibido en webs de social commerce: Efectos sobre la lealtad del consumidor.

El estudio del comportamiento del consumidor en webs de social commerce está en auge, debido al gran crecimiento del sector en los últimos años. A pesar de ello, su comprensión se encuentra en su infancia, debido a la multitud de factores influyentes. Esta investigación, a través de la metodología del estímulo-organismo-respuesta, estudia qué papel tiene el valor percibido (O) por el consumidor, mediante el análisis de dos de sus principales antecedentes (calidad del sistema y del servicio) (S), así como de sus efectos sobre la lealtad (R). Los resultados obtenidos a partir de la aplicación de la técnica PLS a una muestra de 272 consumidores habituales de estas webs ponen de manifiesto la gran importancia que la calidad de la web tiene en la generación de valor en el consumidor, así como el rol clave de éste sobre las intenciones del consumidor tanto para volver a comprar como para recomendar.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

Corporate marketing strategy using social media: a case study of the Ritz-Carlton Seoul

With the increasing trend of popularity of websites and social networking sites, it is quite evident that companies need to take cautionary measures in protecting the reputations with respect to company and brands. In this process, every company should indulge in enhancing their company and brand image through websites and social networking sites that fortify the bonding nature among them. The always-on nature of websites and social networking sites has contributed to their phenomenal marketing power and altered the balance of power between consumers and firms. Websites and social networks are used by hundreds of millions of people to communicate about a huge range of topics, including personal interests, activities, social events and even public issues. The paper explores a case study of the Ritz- Carlton hotel for their marketing strategy and organizational use of their website and social media in communicating with their customers. Even for the normal luxury traveler who would not have previously used the Internet to research a hotel or make a reservation, ritzcarlton.com is making it possible for them to do so in a sense of the luxury and typical Ritz-Carlton style. It seems to be a staple of the company for years to come