Predicting E-commerce Consumers’ Loyalty Through the Lens of Protection Motivation Theory

The issue of data breaches in the e-commerce industry has gotten a mountain of attention among online consumers. Despite the issue, this study investigates factors influencing e-commerce consumers’ loyalty. The protection motivation theory served as the underpinning theory. A total of 384 experienced online consumers in West Nusa Tenggara, Indonesia participated in this quantitative survey. Findings revealed that perceived severity, self-efficacy, and safety habit behaviour significantly influence online consumers’ loyalty in an e-commerce environment when a data breach occurs. Meanwhile, perceived cost and perceived vulnerability have no significant influence. Based on the findings, e-commerce providers’ efforts to fix data breaches will enable to increase in consumers’ loyalty toward online shopping and the likelihood of consumers’ repeat purchases. This study provides useful insights for e-commerce providers to improve their current and future e-commerce services and strategically allocate their resources to overcome the issue of data breaches toward resilient online shopping.