Enhancing Online Customer Engagement for Zhang Yiyuan Tea Products: An Analysis of Convenience, User-Friendliness, Customer Support, and Security Assurance in the Online Purchase Process

Enhancing Online Customer Engagement for Zhang Yiyuan Tea Products: An Analysis of Convenience, User-Friendliness, Customer Support, and Security Assurance in the Online Purchase Process

연구 분야: Verification

학회: IMMS '23: Proceedings of the 2023 6th International Conference on Information Management and Management Science

This research study investigates the determinants of online customer engagement for Zhang Yiyuan tea products within the e-commerce context. The primary objective is to gain an in-depth understanding of how various factors, namely convenience of online purchase, user-friendliness of the online platform, customer support, and security and privacy assurance, influence online customer engagement. Utilizing a quantitative research approach, the study collected data from 385 respondents who have prior experience with online purchases of Zhang Yiyuan tea products, employing convenience sampling to select customers. The findings reveal significant associations between the convenience of online purchase and customer engagement, underscoring the importance of efficient and seamless purchasing experiences. Additionally, the study highlights the pivotal role played by the user-friendliness of the online platform, as customers exhibit stronger engagement tendencies towards platforms that offer intuitive navigation and aesthetic appeal. Furthermore, responsive and reliable customer support emerges as a crucial factor in positively influencing customer engagement, highlighting the value of proactive assistance and issue resolution. Moreover, the study underscores the critical significance of customers' trust in the security and privacy of their personal information during online transactions, as it substantially impacts their engagement with the brand. The implementation of robust data protection measures and transparent communication regarding security protocols is paramount in fostering a sense of trust and bolstering continued engagement. In overall, the research emphasizes the key determinants that drive online customer engagement for Zhang Yiyuan tea and underscores the necessity for the company to prioritize enhancing its online platform and customer support services. By heeding the recommendations stemming from the research findings, Zhang Yiyuan can cultivate stronger customer relationships, foster brand loyalty, and capitalize on the opportunities presented by the digital marketplace.