Understanding the Antecedents of Use of E-Commerce and Consumers’ E-Loyalty in Saudi Arabia Amid the COVID-19 Pandemic

Abstract

Customer loyalty is a critical factor for any business’ long-term profitability and growth. Despite the rapid expansion and prominence of e-commerce, businesses still face challenges in attaining customers’ e-loyalty. The objective of this paper is to uncover the numerous factors that have an impact on e-loyalty. The data were gathered from 334 students from various universities in Saudi Arabia. With the aid of structural equation modeling (SEM), the hypotheses were examined. The findings support the links between effect expectation, social influence, and facilitating conditions on the use of e-commerce (UEC). However, the linkage between perceived risk and performance expectations on the UEC is not supported. In addition, the UEC predicts e-commerce satisfaction, and e-commerce satisfaction predicts e-loyalty. The paper also supports the UEC and e-commerce satisfaction as mediators. Importantly, the e-commerce experience is supported as a moderator of the connection between e-commerce satisfaction and e-loyalty. The paper recommends that online businesses assess the three constructs of effect expectation, social influence, and facilitating condition that are positively associated with the UEC. Various implications, both theoretical and practical, are highlighted.