E-commerce and loyalty: A perspective from Facebook Marketplace users
Description
The research hypothesis suggests that product quality, shopping experience, and interactivity on Facebook Marketplace positively influence customer loyalty. Data collected from 154 users through the Microsoft Forms questionnaire reveals a significant correlation of 0.730 between these variables, indicating that improvements in product quality and shopping experience are associated with an increase in customer loyalty. These findings suggest that companies should focus on optimizing these aspects to strengthen the relationship with consumers and improve their competitiveness in e-commerce.
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Steps to reproduce
Data was collected using a questionnaire specifically designed to assess Facebook Marketplace shoppers’ attitudes towards digital marketing challenges. Microsoft Forms was used to create and distribute the questionnaire, which was shared through a training program and social media, ensuring that participants had easy access. Additionally, videoconferencing sessions were held on Zoom to clarify questions about the questionnaire, ensuring participants’ understanding. The sample was selected in a non-probabilistic manner, including 154 individuals who had made purchases on Facebook Marketplace in the past three years, applying inclusion and exclusion criteria to ensure the representativeness of the data.