Female online shoppers Examining the mediating roles of e-satisfaction and e-trust on e-loyalty development

摘要

Purpose - As the number of female customers shopping in online clothing stores increases, understanding how female customers' e-loyalty is formed and fostered in this type of online store becomes very pivotal. Yet, despite its importance, little research has been done on this issue. The purpose of this paper is to focus on female online clothing shoppers and aim to examine the mediators of e-loyalty in the context of online clothing stores: e-satisfaction and e-trust.