A Confirmatory Factor Analysis of Customer Engagement Models in Online Shopping Platform
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Abstract
The objectives of this research study were to analyze a confirmatory factor of customer engagement models in online shopping platform and to prioritize the factor. Questionnaires were used to gather the data from 461 online shopping platform users. Confirmatory factor analysis indicated that the four elements of customer engagement models in online shopping platform model were statistically significant at 0.01. The factor loadings ranking from the highest to the lowest were 1) Passion (PSN), 2) Confidence (CFD), 3) Pride (PRD), and 4) Integrity (ITG).
The results of this research will be the basic information leading to the formulation of a framework for business. Entrepreneurs or developers of online trading platforms to be easy to use system stability. Helping in case the customer or user needs help asap. It is safe to keep the user's information confidential. Prevent data theft for illegal use or causing a nuisance to the owner of the data. Develop the platform to cover a wide range of users.
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