Journal
FRONTIERS IN ENVIRONMENTAL SCIENCE
Volume 10, Issue -, Pages -Publisher
FRONTIERS MEDIA SA
DOI: 10.3389/fenvs.2022.964892
Keywords
e-marketplace; customer learning value; customer purchasing value; customer sustainable purchasing; customer trust; customer commitment
Categories
Ask authors/readers for more resources
This study examines the effects of customer learning and purchasing on customer trust and commitment in an e-marketplace, and finds that they also indirectly have positive effects on sustainable customer purchases.
The e-marketplace is a platform used by vendors to conduct transactions and shopping. The success of implementing an e-marketplace depends on customers' sustainable purchasing. This study integrates customer learning (formative construct) and purchasing (reflective construct) values to measure the level of customer trust and commitment in the e-marketplace to examine their effects on sustainable customer purchases. A total of 428 valid respondents were processed using SmartPLS 3. The results show that the six proposed hypotheses have positive values and significant effects. Customer learning and purchasing values have positive values and significant effects on customer trust and loyalty and have indirect positive values and significant effects on sustainable customer purchases. In other words, customer trust and loyalty have positive values and significant effects on sustainable customer purchases. Thus, the findings of this study have implications for other researchers and practitioners conducting studies on e-marketplaces.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available