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How do customer anxiety levels impact relationship marketing in electronic commerce?

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  • Bui Thanh Khoa
  • Tran Trong Huynh

Abstract

E-commerce is no longer a transaction in developed countries but has been popular worldwide. However, building long-term customer relationships is challenging for online businesses because of consumers’ anxiety levels in the transaction process. This study aimed to expose the moderating effect of anxiety on relational marketing between the business and customers in the online market. The mixed method was applied to achieve the research objective. Qualitative research was mainly used to confirm and develop research items. Moreover, quantitative research was to test the research hypotheses through a survey of 917 respondents who experienced shopping online and faced severe problems in the past. The positive relationship between perceived mental benefits, online trust, hedonic value, and electronic loyalty was confirmed via Partial Least Squares Structural Equation Modeling. The anxiety levels impact the relationship between perceived mental benefits and electronic loyalty, online trust, and electronic loyalty. The mediating role of online trust and hedonic value is confirmed. Finally, the study proposed the managerial implication of maintaining customer relationships by increasing the mental benefits, customer trust, and hedonic value and reducing anxiety.

Suggested Citation

  • Bui Thanh Khoa & Tran Trong Huynh, 2022. "How do customer anxiety levels impact relationship marketing in electronic commerce?," Cogent Business & Management, Taylor & Francis Journals, vol. 9(1), pages 2136928-213, December.
    • Handle: RePEc:taf:oabmxx:v:9:y:2022:i:1:p:2136928
    DOI: 10.1080/23311975.2022.2136928
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    Cited by:

    1. Leilei Jiang & Wenming Sun & Lin Ren, 2024. "Bridging the Gap: Anxiety’s Role in Shaping Consumption Patterns of Chinese University Students in the O2O E-Commerce Landscape," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(3), pages 13211-13232, September.
    2. Zhitan Feng & Abdullah Al Mamun & Mohammad Masukujjaman & Qing Yang, 2023. "Modeling the significance of advertising values on online impulse buying behavior," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-17, December.

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