Impact Of Value Perception, And Atmospheric Cues On User E-Satisfaction And E-Loyalty: A Study Of Online Shopping Websites In Saudi Arabia

Abstract

This study employed both quantitative and deductive approaches based on a modified framework of Technology Acceptance Model (TAM). A total of 384 samples were collected using Quota sampling (with an online survey distributed to online shopping customers as targeted respondents), and data were scientifically analysed using Partial Least Square - Structural Equation Modelling (PLS-SEM) approach. The research problem showed reasons such as perceived lack of usefulness and profitability and the poor design quality of online shopping websites. State Institutions and private organization must consider enforcing adequate website qualities practices to increase E-satisfaction and E-loyalty. As determined by previous studies Website quality defined as a feature of a website that gives value to its visitors, Users perceive the quality of a website because of the value of using a site, On the other hand, Speed, navigability, and content quality as the main factors for website quality. Navigation refers to the ease of use and usability of utilities that the company offers in its website design. Atmosphere cues indicates the deliberate design of Web. It is measured through the design/layout of an online shopping website. The results showed a significant relationship with E-satisfaction and E-loyalty, as well as with partial mediation relationship.