THE EFFECTS OF ONLINE EXPERIENCE AND ONLINE CONCERN ON E-LOYALTY OF FEMALE ONLINE SHOPPERS: A STUDY FROM INDONESIA
Abstract
Online business in Indonesia is growing exponentially and this has stimulated the cosmetic industry to expand its market via an online platform. The cosmetic industry targets female shoppers because they have more significant purchasing power. There is still little research that has been conducted on this issue. This research aimed to examine e-satisfaction and e-trust as the mediators of e-loyalty in online cosmetic shops. The findings are that an online shops should improve service delivery and provide professional and pleasant online web sites to increase e-satisfaction and e-trust. There also needs to be reliable and trustworthy web sites established and consequently associated esatisfaction and e-trust will increase.