Figure 1
Figure 2
Several common interactive tools_
| Interactive tool | Features |
|---|---|
| Websites | The most common and well-established interactive tool, with abundant information and various functions, crucial to e-commerce survival, and success (Homsud & Chaveesuk, 2014) |
| Mobile applications | New tools to implement business penetration and conduct mobile electronic commerce |
| Communities (sponsored by the enterprise) | Visual places where customers can exchange information about products and service with each other, and believed to reap the benefits of both peerless customer loyalty and impressive economic returns (Hagel, 1999) |
| The enterprise’s blog and social media accounts | Good platforms for displaying the information of enterprises and products |
| Instant messaging, mailbox, and service hotline | Integration of the interactive features of the Internet and customer communication and common ways to provide customers with desirable information and cross-selling offers regularly |
Construct reliability and convergent validity_
| Constructs | Items | Standard loading | T Statistics | P Value | C.R. | Cronbach’s α | AVE |
|---|---|---|---|---|---|---|---|
| Efficiency (EF) | EF1 | 0.864 | 35.822 | p<0.001. | 0.869 | 0.775 | 0.691 |
| EF2 | 0.908 | 71.943 | p<0.001. | ||||
| EF3 | 0.708 | 11.960 | p<0.001. | ||||
| Security (SE) | SE1 | 0.938 | 99.097 | p<0.001. | 0.940 | 0.904 | 0.839 |
| SE2 | 0.921 | 75.449 | p<0.001. | ||||
| SE3 | 0.889 | 62.403 | p<0.001. | ||||
| Fulfillment (FU) | FU1 | 0.834 | 29.320 | p<0.001. | 0.885 | 0.804 | 0.719 |
| FU2 | 0.872 | 64.421 | p<0.001. | ||||
| FU3 | 0.837 | 35.979 | p<0.001. | ||||
| Mobility (MO) | MO1 | 0.888 | 54.117 | p<0.001. | 0.909 | 0.850 | 0.770 |
| MO2 | 0.853 | 28.249 | p<0.001. | ||||
| MO3 | 0.890 | 45.400 | p<0.001. | ||||
| Community (CO) | CO1 | 0.839 | 30.136 | p<0.001. | 0.905 | 0.841 | 0.760 |
| CO2 | 0.893 | 57.397 | p<0.001. | ||||
| CO3 | 0.881 | 53.777 | p<0.001. | ||||
| Cultivation (CUL) | CUL1 | 0.822 | 24.012 | p<0.001. | 0.863 | 0.773 | 0.677 |
| CUL2 | 0.802 | 21.427 | p<0.001. | ||||
| CUL3 | 0.844 | 37.660 | p<0.001. | ||||
| Customization (CUS) | CUS1 | 0.840 | 42.002 | p<0.001. | 0.889 | 0.814 | 0.727 |
| CUS2 | 0.856 | 35.310 | p<0.001. | ||||
| CUS3 | 0.862 | 39.470 | p<0.001. | ||||
| Customer Loyalty | CL1 | 0.792 | 27.921 | p<0.001. | 0.864 | 0.802 | 0.561 |
| (CL) | CL2 | 0.722 | 15.925 | p<0.001. | |||
| CL3 | 0.627 | 13.428 | p<0.001. | ||||
| CL4 | 0.779 | 25.175 | p<0.001. | ||||
| CL5 | 0.810 | 32.035 | p<0.001. |
AVE & Construct Correlations_
| Constructs | AVE | CL | CO | CUL | CUS | EF | FU | MO | SE |
|---|---|---|---|---|---|---|---|---|---|
| CL | 0.626 | 0.791 | |||||||
| CO | 0.759 | 0.465 | 0.871 | ||||||
| CUL | 0.677 | 0.536 | 0.465 | 0.823 | |||||
| CUS | 0.726 | 0.432 | 0.576 | 0.517 | 0.852 | ||||
| EF | 0.691 | 0.540 | 0.311 | 0.466 | 0.318 | 0.831 | |||
| FU | 0.719 | 0.537 | 0.396 | 0.485 | 0.407 | 0.664 | 0.848 | ||
| MO | 0.770 | 0.510 | 0.286 | 0.445 | 0.276 | 0.608 | 0.617 | 0.877 | |
| SE | 0.839 | 0.482 | 0.415 | 0.352 | 0.464 | 0.486 | 0.631 | 0.343 | 0.916 |
j_jdis-2018-0010_tab_006_w2aab3b7b5b1b6b1ab1c11b1b1aAa
| Factor | CL | CO | CUL | CUS | EF | FU | MO | SE |
|---|---|---|---|---|---|---|---|---|
| CL1 | 0.816 | 0.401 | 0.415 | 0.401 | 0.463 | 0.500 | 0.446 | 0.425 |
| CL2 | 0.745 | 0.272 | 0.365 | 0.298 | 0.416 | 0.426 | 0.382 | 0.396 |
| CL4 | 0.781 | 0.408 | 0.416 | 0.354 | 0.368 | 0.363 | 0.367 | 0.369 |
| CL5 | 0.821 | 0.381 | 0.499 | 0.304 | 0.456 | 0.402 | 0.414 | 0.334 |
| CO1 | 0.429 | 0.848 | 0.474 | 0.532 | 0.337 | 0.383 | 0.301 | 0.399 |
| CO2 | 0.415 | 0.890 | 0.344 | 0.445 | 0.241 | 0.317 | 0.246 | 0.342 |
| CO3 | 0.366 | 0.875 | 0.393 | 0.530 | 0.226 | 0.331 | 0.191 | 0.339 |
| CUL1 | 0.477 | 0.340 | 0.822 | 0.360 | 0.473 | 0.457 | 0.475 | 0.257 |
| CUL2 | 0.429 | 0.264 | 0.802 | 0.315 | 0.381 | 0.331 | 0.426 | 0.135 |
| CUL3 | 0.428 | 0.485 | 0.844 | 0.538 | 0.328 | 0.404 | 0.262 | 0.405 |
| CUS1 | 0.431 | 0.435 | 0.500 | 0.842 | 0.370 | 0.349 | 0.288 | 0.354 |
| CUS2 | 0.302 | 0.494 | 0.397 | 0.856 | 0.223 | 0.335 | 0.232 | 0.417 |
| CUS3 | 0.350 | 0.555 | 0.407 | 0.860 | 0.192 | 0.354 | 0.171 | 0.427 |
| EF1 | 0.510 | 0.289 | 0.432 | 0.331 | 0.864 | 0.597 | 0.530 | 0.448 |
| EF2 | 0.490 | 0.246 | 0.380 | 0.240 | 0.908 | 0.623 | 0.545 | 0.420 |
| EF3 | 0.318 | 0.245 | 0.353 | 0.217 | 0.708 | 0.405 | 0.435 | 0.336 |
| FU1 | 0.510 | 0.309 | 0.470 | 0.277 | 0.606 | 0.836 | 0.636 | 0.426 |
| FU2 | 0.430 | 0.329 | 0.326 | 0.372 | 0.572 | 0.872 | 0.446 | 0.635 |
| FU3 | 0.425 | 0.371 | 0.442 | 0.388 | 0.508 | 0.835 | 0.489 | 0.540 |
| MO1 | 0.475 | 0.215 | 0.372 | 0.223 | 0.586 | 0.564 | 0.889 | 0.313 |
| MO2 | 0.412 | 0.249 | 0.399 | 0.188 | 0.485 | 0.491 | 0.851 | 0.284 |
| MO3 | 0.452 | 0.290 | 0.403 | 0.311 | 0.523 | 0.566 | 0.891 | 0.304 |
| SE1 | 0.415 | 0.336 | 0.289 | 0.457 | 0.433 | 0.577 | 0.285 | 0.937 |
| SE2 | 0.403 | 0.395 | 0.303 | 0.425 | 0.395 | 0.566 | 0.260 | 0.921 |
| SE3 | 0.505 | 0.408 | 0.373 | 0.395 | 0.504 | 0.589 | 0.394 | 0.889 |
j_jdis-2018-0010_tab_005_w2aab3b7b5b1b6b1ab1c11ab1aAa
| Construct | Measurement item | Source |
|---|---|---|
| Efficiency (EF) | EF1: This interactive tool is simple to use. EF2: The instructions and descriptions about it is easy to learn. EF3: It is easy to find what I need when using it. | Koufaris & Hampton-Sosa (2004) |
| Security | SE1: I feel safe and trust of the interactive tool. | Yoo & Donthu (2001) |
| (SE) | SE2: I am confident of security with it. | Zeithaml et al. (2002) |
| SE3: It has a security system for my information. | ||
| Fulfillment (FU) | FU1: The interactive tool delivers orders when promised. FU2: It makes accurate promises about the delivery of products. | Parasuraman et al. (2005) |
| FU3: It is truthful about its offerings. | ||
| Mobility (MO) | MO1: Wherever I get access to the Internet, I can enjoy the services provided by the interactive tool. MO2: It can be opened and used in several kinds of terminals. MO3: I can use this interactive tool for shopping at any moment. | Clarke (2001)Ngai & Gunasekaran (2007) |
| Community (CO) | CO1: I get some nice advice and helps from the interactive tool. CO2: I am willing to share information and experiences, and answer questions through it with other customers online. CO3: It makes me share a common bond with other members, and we become strongly affiliated with one another. | Frank (1997) Srinivasan et al. (2002) |
| Cultivation (CUL) | CUL1: The interactive tool sends me information that is relevant to my purchases. CUL2: It pushes some discount information increase its share of my business. CUL3: I receive some links to relevant pages about making a purchase from it. | Srinivasan et al. (2002) |
| Customization (CUS) | CUS1: The interactive tool understands my specific needs and makes personal purchase recommendations. CUS2: It stores all my preferences and offers me extra services or information tailored to my preferences. CUS3: It makes me feel that I am a unique customer. | Wolfinbarger & Gilly (2003) |
| Customer Loyalty (CL) | CL1: It is a wise decision for me to go shopping there, using various interactive tools. CL2: When I need to make a purchase, this B2C enterprise will be my first choice CL3: I may not consider switching to another B2C enterprise. (Legend: CL3 were removed due to insignificant loadings) CL4: After shopping on it, I will introduce it to others. CL5: I would like to go back to it if I want to make next purchase. | Yoo & Donthu (2001) |
Descriptive Statistics_
| Measure | Item | Percentage |
|---|---|---|
| Age | <20 | 13.2% |
| 20–26 | 80.8% | |
| >26 | 6.0% | |
| Education | Senior high or associate degree | 5.3% |
| Bachelor degree | 83.0% | |
| Master degree or higher | 11.7% | |
| Average monthly B2C purchase | 1–3 times | 63.4% |
| frequency | 4–8 times | 28.3% |
| >8 times | 8.3% |