The impact of factors on the loyalty of online cosmetic shoppers on Shopee - The mediating role of trust

Abstract

The study aims to identify and measure the factors influencing customer loyalty in purchasing cosmetics on e-commerce platforms, with trust as a mediating factor. An official survey questionnaire was developed from insights gathered through direct discussions with e-commerce experts. The sample size consisted of 350 individuals from Ho Chi Minh City, representing diverse characteristics in terms of gender, age, income, and online shopping experience. Data analysis methods included (i) Cronbach’s Alpha reliability evaluation, (ii) Exploratory Factor Analysis (EFA), and (iii) Multiple Regression Analysis (RA) to assess the impact of each factor on shopping loyalty through the mediating role of trust. The results identified five significant influencing factors: trust, responsiveness, information quality, product diversity, and product quality. Trust was found to play a significant intermediary role in influencing online shopping loyalty. Insights from this study offer practical grounds for proposing management strategies to optimize business plans, maintain customer loyalty, and attract new customers for e-commerce enterprises.