Dataset for the electronic customer relationship management based on S-O-R model in electronic commerce

Published: 22 February 2022| Version 4 | DOI: 10.17632/n9tdpdp45k.4


This dataset includes a data file (.csv), a questionnaire (.pdf), and a figure (.png). It contains 485 records and three research factors: electronic loyalty (3 items), perceived metal benefits (4 items), and hedonic value (4 items). Based on data analysis, there were positive impacts of perceived mental benefits and hedonic value on electronic loyalty, which confirmed the Stimulus–Organism–Response (SOR) model. Additional, the hedonic value is a mediator in the relationship between electronic loyalty and perceived mental benefits in electronic customer relationship management.


Steps to reproduce

Data for quantitative analysis was gathered via an online self-administered questionnaire to customers who frequently purchase online, such as student, white-collor employee, business owner, lecturer, housewife, worker, and government official. The convenience sampling technique was used to select the survey data. The Google Form link was distributed through social media platforms like Facebook and Zalo. The sample size for this research was 485 participants in the three most prominent cities in Vietnam.


Marketing, e-Commerce, Consumer Behavior, Survey, Questionnaire