THE IMPACT OF PERCEIVED USEFULNESS, TRUST, SOCIAL COMMERCE CONSTRUCT ANID ROLE OF EMOTION ON SATISFACTION AND LOYALTY IN S-COMMERCE FOR FASHION PRODUCTS AMONG MILLBINNIAL

Abstract

In the growing landscape of social commerce (s-commerce), understanding the factors that drive customer satisfaction and loyalty is critical for businesses seeking sustainable growth and success. This study examines the complex interactions between perceived usefulness, trust, social commerce aspects, and the role of emotion in shaping customer satisfaction and loyalty in an s-commerce context.

This study adopted quantitative analyses examine the relationships between perceived usefulness, trust, social commerce engagement, emotional responses, and customer satisfaction and loyalty. A total of 219 s-commerce shoppers responded to a set of questionnaires in Google forms. The data collected were then evaluated using the Statistical Package for the Social Science (SPSS) Version 23. A measurement model and hypotheses testing were also conducted using SPSS software. The Univariate analysis revealed that the level of perceived usefulness, trust, social commerce, role of emotion, satisfaction and loyalty in s-commerce is high. Further the Pearson Correlation analysis revealed that there were positive significant relationships exists between perceived usefulness, trust, social commerce, role of emotion, satisfaction and loyalty. Regression analysis showed that perceived usefulness, trust, social commerce and role of emotion has a significant impact on satisfaction and loyalty in s-commerce. The implications of this research extend to academia, industry, policy, and education, offering valuable insights for theory development, business strategy, regulatory frameworks, and curriculum design. By comprehensively understanding the impact of perceived usefulness, trust, social commerce, and emotion on satisfaction and loyalty in s-commerce, businesses can cultivate meaningful relationships with customers, enhance user experiences, and drive sustainable growth in the digital marketplace.