E-Trust Influence on E-Loyalty Through E-Satisfaction Among Millennial and Gen-Z Online Consumers

Abstract

This research explores the effects of e-trust and e-loyalty in Millennial and Generation Z e-consumers in Chennai, India. The e-satisfaction is the mediating variable. Although e-commerce is booming, it is essential to understand the drivers and determinants of E-loyalty. Most of the studies discuss the relationship between e-trust and e-loyalty. This also describes the mediating effect on e-satisfaction in the younger market segment. A cross-sectional study was utilized to obtain information from Millennials (1981-1996) and Gen Zers (1997-2012) via a survey questionnaire using a 5-point Likert scale. A sample of online shoppers was invited by a snowball sampling method. Hypotheses were tested using bivariate correlation, multiple regression, and SEM-mediated examination. Findings present that e-satisfaction and e-loyalty have a high positive correlation (r = .657), e-trust and e-satisfaction have a moderate association (r = .300), and e-trust and e-loyalty have a moderate relationship (r = .253). The multiple regression reveals that e-trust and e-satisfaction elucidate 43.6% of the variance in e-loyalty (R2 = .436). The e-satisfaction analysis validates that e-trust and e-loyalty have a total variance of 88% mediated by e-satisfaction. Findings indicate that e-loyalty requires e-trust, but e-satisfaction is also necessary. Firms need to introduce e-strategies that address security, quality, and personalization to attain e-loyalty.