How Pinduoduo's E-Commerce Experience Shapes Customer Satisfaction and Loyalty: Leveraging Social Networks

The study formulated a research model grounded in Expectation Confirmation Theory, specifically examining the role of e-commerce experience in customer satisfaction and loyalty within the context of Pinduoduo. Hypothesized relationships were established between the core dimensions of e-commerce experience and the e-commerce customer engagement triad. To analyze the gathered data and evaluate the research hypotheses, structural equation modeling was employed. The research findings indicate that the core dimensions of e-commerce experience, namely e-commerce user interface quality, information quality, security risk avoidance perception, and privacy perception, exert positive influences on both customer satisfaction and trust. Moreover, the study reveals a positive relationship between customer satisfaction, trust, and customer loyalty. These findings have significant implications for e-commerce platform operators, highlighting the importance of enhancing customer experiences and building stronger customer relationships through targeted improvements in these critical factors.