Online shopping experience on satisfaction and loyalty on luxury brand websites

Abstract

The internet massification and e-commerce growth that have been driven by “millennials” and the coronavirus pandemic cannot remain indifferent to luxury brands. These brands have had to adapt to e-commerce and develop an online shopping experience which satisfies its customers, so that they repeat purchase. Therefore, the main objective of this research is to understand the main impacts of shopping experience on luxury brand websites on satisfaction and loyalty. A model which analyzes the relationship between the three constructs was developed and information was gathered through an online survey, from which resulted 356 valid answers. Through the analysis of data collected and using a structural equation model, using SmartPLS software, we realized that online shopping experience is positively related to satisfaction. Loyalty, in turn, is positively affected by brand satisfaction. This study makes an important contribution to luxury brands and to people in charge of marketing and online platforms selling luxury goods. It helps brands understand that enhancing online shopping experience can positively impact satisfaction and loyalty levels.