Perceived Sustainability and Customer Engagement in the Online Shopping Environment: The Rational and Emotional Perspectives

Sustainability

卷:12

Dongwei Yan¹  Xiao Chen¹  Decheng Wen¹  Xiaojing Sun¹ 

[1] School of Management, Shandong University, No. 27, Shanda South Road, Jinan 250100, China;

关键词: perceived sustainability;    customer engagement;    online shopping;   

DOI  :  10.3390/su12072674

来源: DOAJ

【 摘 要 】

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.

【 授权许可】

Unknown