当前位置：
X-MOL 学术
›
Sustainability
›
论文详情
Our official English website, www.x-mol.net, welcomes your
feedback! (Note: you will need to create a separate account there.)
Perceived Sustainability and Customer Engagement in the Online Shopping Environment: The Rational and Emotional Perspectives
Sustainability ( IF 3.3 ) Pub Date : 2020-03-28 , DOI: 10.3390/su12072674 Xiao Chen , Xiaojing Sun , Dongwei Yan , Decheng Wen
Sustainability ( IF 3.3 ) Pub Date : 2020-03-28 , DOI: 10.3390/su12072674 Xiao Chen , Xiaojing Sun , Dongwei Yan , Decheng Wen
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.
更新日期：2020-03-28
京公网安备 11010802027423号