How Hedonic Value and Perceived Mental Benefits Affect Electronic Loyalty in The Shopee.Vn Online Market (Vietnam).
DOI:
https://doi.org/10.54097/fbem.v7i2.4890Keywords:
Consumer behavior, Consumer satisfaction, Customer research.Abstract
Nowadays, many consumers remark that they frequently feel happier when shopping than they did previously. Many customers have reported feeling happy when shopping, which is motivated by their desire to improve their emotions. However, there is currently very little research in the area of psychology pertaining to purchasing in general and online shopping in particular websites such as shopee.vn. Instead of examining specific mental states, previous research primarily relied on only the positive and negative emotions measured using rather broad psychological instruments. They just asked customers to express themselves broadly about how they felt while shopping without identifying the particular shopping or item. Consumer satisfaction is defined as the difference between what a customer expects and receives after utilizing a product or service. Thus, anticipation and result make up the basis of contentment. In contrast, the relationship benefit is the relationship marketing principle articulated.
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