The Effect of Commitment on Interaction and Customer Loyalty in Internet Shopping Mall Environment in China: Focused on the Moderating Effect of Promotion

Abstract

Chinese Internet shopping mall users are increasing every year, and companies operating Internet shopping malls want to have loyalty to the shopping mall sites operated by companies. Users also Commitments on the Internet shopping mall sites they want, and as they use the Internet, they interact with the Internet shopping mall sites, which affect customer loyalty. What would Internet consumers do if they provided information on promotions at Internet shopping mall sites when they interacted? Internet shopping mall users have studied the interaction and customer loyalty when providing information on promotion by emotional, continuous, and normative classification of Commitment level in Internet shopping malls. The study found that 310 Internet shopping mall users in Tianjin, Beijing, China, were affected by emotional and continuous Commitment, but normative Commitment did not did not affect them. Free movement of Internet shopping malls and free choice and movement of information, which is characteristic of the Internet, have influenced interaction and customer loyalty. Eventually, Internet shopping mall users stayed in their favorite and favorite Internet shopping malls and were sensitive to their losses. Therefore, the Internet shopping mall operator should provide information on promotion of emotional Commitments and continuous Commitments to improve customer loyalty by increasing interaction.