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What is Customer Preference in Online Retail about?

This document summarizes a study that aimed to build a model showing how various factors affect customer preference and stickiness for online retailers. Based on prior literature, the study examined how community involvement, site appeal, convenience, entertainment value, and customer satisfaction predict preference and stickiness. Using structural equation modeling on survey data, the study found that community/appeal predict entertainment, which predicts stickiness/preference, while appeal/convenience pre

Author

torque HOLDINGS

Language

EN