How Pinduoduo's E-Commerce Experience Shapes Customer Satisfaction and Loyalty: Leveraging Social Networks

Yingxuan Zhang and Yanyu Chai
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Yingxuan Zhang: Department of Hospitality and Business Management, Technological and Higher Education Institute of Hong Kong, Hong Kong China
Yanyu Chai: Department of Business Administration, Hong Kong Shue Yan University, Hong Kong, China

Journal of Electronic Commerce in Organizations (JECO), 2025, vol. 23, issue 1, 1-17

Abstract: The study formulated a research model grounded in Expectation Confirmation Theory, specifically examining the role of e-commerce experience in customer satisfaction and loyalty within the context of Pinduoduo. Hypothesized relationships were established between the core dimensions of e-commerce experience and the e-commerce customer engagement triad. To analyze the gathered data and evaluate the research hypotheses, structural equation modeling was employed. The research findings indicate that the core dimensions of e-commerce experience, namely e-commerce user interface quality, information quality, security risk avoidance perception, and privacy perception, exert positive influences on both customer satisfaction and trust. Moreover, the study reveals a positive relationship between customer satisfaction, trust, and customer loyalty. These findings have significant implications for e-commerce platform operators, highlighting the importance of enhancing customer experiences and building stronger customer relationships through targeted improvements in these critical factors.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jeco00:v:23:y:2025:i:1:p:1-17

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