Empirical online big data analysis shopping behaviour based on fsQCA approach

Abstract

Social media networks flourishing make electronic store (e-store) to become wider variety of multimedia services. In order to provide customers with more high service quality, we must understand the key factors of customer shopping behaviour that improve e-store performance by reference. In order to understand the impact of business relationship between the customer and the e-store, we use fuzzy set qualitative comparative analysis (fsQCA) method to analyse the framework of the study with empirical data and conclude three directions as below: 1) the results of fsQCA reveal that situations combining promising positive reliability, responsiveness, assurance, environment quality, delivery quality and outcome quality can lead to a higher level of customer satisfaction and affective commitment; 2) the results exhibit that customers are more willing to purchase again if they experience positive service satisfaction or highly affective commitment; 3) positive affective commitment supports customer advocacy intention.