Page 30 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

Hypothesis Development
The researcher formed the hypothesis to prove in this study after reviewing the related reliable literature

available in journals, research papers, periodical articles, magazines, and so on; the table below illustrates the
seven research hypotheses statements:

Table 1: Hypothesis construction

Hypothesis Statement

H1 Website features have a significant relationship with customer engagement
H2 Information quality has a significant relationship with customer engagement

H3 Interactivity has a significant relationship with customer engagement

H4 Participation has a significant relationship with customer engagement
H5 Cognition has a significant relationship with customer engagement

H6 Purchase intent has a significant relationship with customer engagement

H7 The degree of customer engagement and loyalty are significantly correlated.
Source: Author

Methodology

A quantitative method is utilized to examine the relationship among the different factors. A planned

questionnaire was sent out to the people of Rohtak in order to gather first-hand input. The questionnaire was
divided into two sections; the first section enquired about the demographic features and the second section

queried several claims, each using a Likert scale from 1 to 7. (“1” denotes strongly agree and “7” denotes

Strongly Disagree). As per the sample size formula given by (Krejcie, 1970) 550 questionnaires were
distributed in Rohtak city, and 370 of them were completely submitted which implies the response rate is

67per cent, 80 of them were rejected as either incomplete or incorrectly completed. Therefore, the sample size
sums up to 370 which is far higher than the required threshold of 200 for developing the structural equation

model. (Hoogland, 1998). Primary sources provide the data used in this investigation. Items for measuring

customer satisfaction (Fornell, 1992; Kotler, 2000; Lin, 2011;Lee, 2016; Bassi, 2022), customer loyalty
(Dennis Herhausen, 2019; Watson, 2015; Dhruv Grewal, 2009; Söderlund, 2006;), website features ( Jaap,

2010; Noor, 2015; Dr, 2019), information quality ( Sajad, 2014; Park, 2003), interactivity ( Muhammad, 2020;
Blasco-Arcas, 2016; Kiousis, 2002), participation (Mohammad, 2021) (Pejman, 2021); (Eunju, 2016),

cognition (Rui, 2006), purchase intent (Muzakir Muzakir, 2018); (Banu, Rani, Malini, Idhayajothi, & Pavithra,
2014) were adapted from previous studies.

Results and Discussion