Factors influencing brand loyalty in the skincare e-commerce market of india

Abstract

Brand loyalty and the factors that influences it has been a highly researched topic but there has been a lack in research in the context of Indian skincare customers buying products from e-commerce platforms. This research sought to empirically identify factors influencing brand loyalty for e-commerce skincare consumers along with identifying factors influencing e commerce platform loyalty. This study hypothesised price consciousness, brand functional elements, brand trust and genetic influence as factors influencing brand loyalty and website/app layout and trust as factors influencing e-commerce platform layout. Through factor analysis, principal component analysis and regression analysis, it was empirically determined that brand functional elements and brand trust positively influence brand loyalty while price consciousness negatively influences brand loyalty. In case of e-commerce platform loyalty, it was found that trust positively influences platform loyalty.