The influence of website quality on consumer’s e-loyalty through the mediating role of e-trust and e-satisfaction: An evidence from online shopping in Viet Nam

* Corresponding author 
E-mail address: nhatvuonga1@gmail.com (B. N. Vuong) 
© 2020 by the authors; licensee Growing Science. 
doi: 10.5267/j.uscm.2019.11.004 
Uncertain Supply Chain Management 8 (2020) 351–370 
Contents lists available at GrowingScience 
Uncertain Supply Chain Management 
homepage: www.GrowingScience.com/uscm 
The influence of website quality on consumer’s e-loyalty through the mediating role of e-trust 
and e-satisfaction: An evidence from online shopping in Vietnam 
Ha Nam Khanh Giaoa, Bui Nhat Vuonga* and Tran Nhu Quana 
aFaculty of Air Transport, Vietnam Aviation Academy, Ho Chi Minh City, Vietnam 
C H R O N I C L E A B S T R A C T 
Article history: 
Received October 20, 2019 
Received in revised format 
November 10, 2019 
Accepted November 20 2019 
Available online 
November 20 2016 
 The aim of the present study is to examine the influence of website quality on consumer’s e-
loyalty, noting the mediating role of e-trust, e-satisfaction, and perceived enjoyment. Besides, 
this study examines the consequence of consumer’s e-loyalty. Survey data collected from 594 
respondents aged at least 16 years and performed some online shopping through websites in 
Vietnam. Based on the theoretical framework, PLS-SEM using SmartPLS 3.0 software was 
deployed to discover links between the constructs. The results showed a positive effect of 
website quality on e-loyalty, which was mediated partially through consumer e-trust and e-
satisfaction. Moreover, e-loyalty had a positive association with electronic word of mouth 
(eWOM) as well. The main findings of this research provide some empirical implications for 
Internet marketers and online retailers in Vietnam. E-vendors should understand the customers’ 
expectations and e-loyalty regarding online shopping to attract new customers as well as to 
retain their existing customers. 
.license Growing Science, Canada2020 by the authors; © 
Keywords: 
Website quality 
E-trust 
E-satisfaction 
Perceived enjoyment 
E-loyalty 
Electronic word of mouth 
1. Introduction 
Internet has been changing the traditional ways of purchasing goods and services. The users have no 
longer been restricted by time and geographical factors. They could actively purchase the products and 
goods regardless of any time and location factors. The Internet has brought about new methods of 
communication and new ways of exchanging everyday information among peoples. The ever-
increasing number of Internet users would also coincide with the development of online purchasing 
(Joines et al., 2003). The fast development of the Internet would be explained by the combination of 
broadband technology and the change of customer behavior (Oppenheim, 2006). Online shopping, also 
known as internet shopping or e-shopping, can be explained as electronic commerce when buyers and 
sellers virtually meet others through a web browser (Kaur & Joshi, 2012). In other words, e-shopping 
is a process when users decide to buy products or services on the Internet economy (Puranik & Bansal, 
2014). Unlike traditional shops that require physical locations, physical security services, and specific 
timeframes to operate, internet shops need none of those requirements. Customers can access to the 
shop from anywhere (e.g., without worrying about geographical boundaries) and anytime (e.g., 24-hour 
opening, 7 days a week, time zones) they like as long as they have internet connection and an 
appropriate device like a computer, a tablet or a smartphone (Bidgoli, 2010; Karthika & 
 352
Manojanaranjani, 2018). Since people are more and more busy with their jobs and internet has been 
widely and easily accessible, e-shopping has “redefined business and customer relationships, business 
processes, even sometimes restructuring the whole industry by providing new distribution channel, new 
delivery methods, new payment methods and new medium for communication” (Cosgun & 
Dogerlioglu, 2012). 
With the tremendous opportunity to grow and a very promising market to exploit, e-shopping has been 
attracting many scholars and experts to make researches in order to become successful in this new 
method of selling products. As a result of that, many factors have been explored to contribute to a 
successful online business. Chu and Zhang (2016) showed that one of the most significant factors that 
lead to the customers’ satisfaction is their attitude towards e-retailing. In that research, the authors also 
highlighted the easiness, usefulness and effortless when customers interact with the web pages can 
create favorable shopping intentions. Besides the attitude towards e-shopping, Chu and Zhang (2016) 
added that customers’ trust played an important role in increasing customers’ satisfaction to shop 
online. They also proved that trust in e-vendor can be gained when people know that shop owners earn 
nothing more by cheating, a shop is safe to make a trans ... s conducted only in Viet Nam. Thus, data results mainly reflected in customer 
behaviors in Vietnam. The author recommended replicating the study in different nations to get an 
international sample. Second, the different shoppers may have different online shopping intentions, but 
this research did not perform an analysis of variance on demographic variables of buyers. Future 
research should perform a comparison of demographic variables such as gender, income, age, 
education, marital status on behavioral intention. Finally, respondents answered the questionnaire based 
on various websites rather than responding to questions about a specific website. So, the type of 
distinctive websites may influence customers’ perceptions and experience of online shopping. 
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