Abstract
Today, the technological advancement which makes our lives
easier and faster is the consequence of E-tailing. In Pakistan, the ecommerce concept is growing very fast, but limited researches
have documented various factors which help to foster online
consumer engagement. This study was planned to examine online
consumer engagement of customers towards online shopping from
Saeed Ajmal Online stores. The target population was customers
that visited Saeed Ajmal Online Store and resident of Faisalabad
City. Respondents were contacted through the Facebook account
that is associated with Saeed Ajmal Online Store. Useable
responses were 200 after data screening. Outcomes of this study
showed that website quality, brand experience, brand familiarity
played a role to develop e-trust, which led to customer
engagement. However, partial mediation of e-trust was found in
developing online customer engagement. Limitations and future
research directions are also discussed.
Muhammad Abrar, Mohsin Bashir, Sajjad Ahmed Baig, Rizwan Shabbir, Sohaib Ali. (2019) Predicting online customer engagement: A case Study of Saeed Ajmal Stores , Journal of Managerial Sciences, Volume 13, Issue 2.
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