The Impact of Online Shopping Attributes on Customer Satisfaction and Customer Loyalty in Shopee Philippines: Moderating Effects of Length in E-commerce Experience

Abstract

This study determines the impact of online shopping attributes on customer satisfaction and customer loyalty inShopee Philippines moderated by the effects of length in e-commerce experience. In terms of research methodology, theresearcher utilized a descriptive quantitative method to achieve the purpose of the study. The survey questionnaire developed bythe researcher was used as the tool to gather primary data from the respondents having a total of 384. The respondents must be18 years old and above, residing in Calaca City, Batangas, and engage in online shopping specifically from Shopee Philippines.Furthermore, the respondents were determined through systematic random sampling. Further, the study utilized differentstatistical tools to interpret the data including frequency and percentage, mean, linear regression, mediator and moderatoranalysis, independent t-test, and one-way ANOVA.The study revealed that the majority of the online shoppers were female in the range of 18-24 years old who attained abachelor’s degree with a monthly family income of less than P10,957 and with a length of e-commerce experience in ShopeePhilippines between 1 year - 3 years. The shopping experiences of the respondents on online shopping attributes in terms ofinformation quality, privacy, security, product variety, and delivery were all good. Moreover, the respondents are satisfied withthe online shopping experiences and loyal to Shopee Philippines.Furthermore, the analysis showed that online shopping attributes in terms of privacy, security, product variety, anddelivery significantly affect customer loyalty while information quality does not significantly affect customer loyalty. Customersatisfaction mediates the effect of privacy, product variety, and delivery on customer loyalty. On the other hand, customersatisfaction does not mediate the effect of security on customer loyalty. The length of the e-commerce experience moderates theeffect of customer satisfaction on customer loyalty. The researcher proposed a strategic plan for the improvement of onlineshopping attributes that can increase customer satisfaction and retain customer loyalty