Customer Engagement in Digital Commerce Platforms: A Key Factor Analysis
DOI:
https://doi.org/10.18779/csye.v9i1.752Keywords:
Consumer engagement, digital platforms, online applications, e-commerce, trust, quality of serviceAbstract
This article aims to identify the factors that influence consumer commitment in online environments based on some determining aspects of trust. To achieve the research objective, 414 surveys were carried out with users of an online commercial platform. The results obtained were studied with a confirmatory factor analysis and structural equations were run to clarify the hypotheses. The results of the study affirm that there is a positive relationship between the quality of the service, its guarantee, web design and the trust in the commitment that customers perceive in online environments; However, in terms of privacy and security policies, the hypothesis was rejected.
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