Saoula, Oussama and Shamim, Amjad and Mohd Suki, Norazah and Ahmad, Munawar Javed and Abid, Muhammad Farrukh and Patwary, Ataul Karim and Abbasi, Amir Zaib (2023) Building e-trust and e-retention in online shopping: the role of website design, reliability and perceived ease of use. Spanish Journal of Marketing - ESIC, 27 (2). pp. 178-201. ISSN 24449695

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Abstract

Purpose – This study aims to examine the impact of website design, reliability and perceived ease of use as an engagement motivational factors on customer e-trust and e-retention in online shopping. Design/methodology/approach – By using deductive approach, quantitative methods and purposive sampling technique, this study has collected the data from 295 young online customers to enhance an understanding of website design, reliability and perceived ease of use in an online shopping context. Findings – The findings revealed interesting insights where reliability is the most significant predictor of customer e-trust in online shopping, followed by perceived ease of use and website design. In addition, a significant mediating effect of e-trust is found between customer e-retention, website design, reliability and perceived ease of use. Research limitations/implications – Future research is recommended to predict the antecedents of online engagement motivational factors with value co-creation and co-creation experience in online shopping context. Originality/value – This study offers fresh insights about driving elements and impediments of online customer retention. Customer engagement comprising of website design, reliability and perceived ease of use appear to influence the online customer retention through direct and indirect effect.

Item Type:	Article
Uncontrolled Keywords:	Customer engagement, Uses and gratification theory, E-retention, Website design, Perceived ease of use
Subjects:	H Social Sciences > HF Commerce
Divisions:	Othman Yeop Abdullah Graduate School of Business
Depositing User:	Mr. Izhar Hj. Hashim
Date Deposited:	02 Nov 2026 14:33
Last Modified:	02 Nov 2026 14:33
URI:	https://repo.uum.edu.my/id/eprint/34362

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