Factors Influencing Online Shopping E-Loyalty: An Empirical Study on Youth of North Bengal, West Bengal

In the era of digitization, easy access to internet services and the availability of low-cost electronic devices (such as tablets and smart cell phones) have made online shopping very popular. In addition, online shopping saves customers time and money, making it a preferred shopping destination. Online sellers can succeed in online business only when customers are satisfied and loyal to online shopping. The underlying online shopping dimensions influencing customer loyalty to online shopping are determined by Exploratory Factor Analysis (EFA). The EFA results show that website design, return policy, product assortment and customer trust are the important online shopping dimensions influencing customer e-loyalty. Next, an Analysis of Moment Structures (AMOS) is conducted to investigate the influence of these online shopping dimensions on customers’ e-loyalty. The study shows that return policy greatly influences e-loyalty. In addition, customer trust, product assortment and website design also significantly influence customers’ e-loyalty. The findings of the study will help online marketers to list the dimensions of online shopping that affect customers’ e-loyalty. Moreover, the findings of the study will help online sellers to strategically design online shoppin