Consumer Engagement in the Context of Online Shopping Behavior: Information Seeking and Social Influence as Antecedents

Abstract

The aim of this research is to determine the determinants of consumer engagement in online shopping that social media users and its effect towards brand loyalty. Structural equation modelling is applied to analyze the data that were collected by means of an online questionnaire (N = 205). Information-seeking and social influence significantly affect consumer engagement. Consumer engagement significantly influences brand loyalty. This study provides new insights about the importance of information seeking and social influence in influencing consumer engagement in the sense that not many studies are available in Indonesia.