期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2017
卷号：95
期号：8
出版社：Journal of Theoretical and Applied
摘要：This study aims to find the impact of social media e-commerce on customer loyalty and discover the impact of each characteristic (measure) of the user experience on customer loyalty. These are Usability, Trustability, Relevancy, and Reputation. It also aims to find the difference in customer loyalty when demographic factors change in aspects of gender, age, and education. On the basis of the theoretical framework, hypotheses were proposed to describe the relationship between the independent variables (Usability, Trustability, Relevancy, Reputation), and the dependent variable loyalty, i.e. the demographic factors (gender, age and education). Data was collected from 990 university students and employees of all levels and ages, through a questionnaire instrument. The hypotheses were tested with hierarchal linear and simple regression analyses, which confirmed that the study hypotheses have positive relationships. Finally there is a significant impact of modern social media e-commerce on customer loyalty.
