Building Consumer Loyalty: Understanding E-Satisfaction in Fast-Fashion Purchases on E-Commerce Platform

The research's raw data is present in an Excel file with twelve sheets. The Form Response sheet has the main dataset which contains complete responses from 441 subjects that completed the questionnaire survey. The data consists of demographic variables such as gender, age range, domicile, occupation, marital status, and income level. In addition, it captures respondents' shopping behavior on Shopee regarding their frequency of purchases of fast-fashion items and respondents' evaluations of Shopee responses through Likert-scale items (1–5). These Likert-scale evaluations include information quality, service quality, price perceptions, overall satisfaction, and loyalty intentions to Shopee as an e-commerce platform. The demographics distribution of Respondents is summarized in the Respondent Profile sheet with counts of gender (135 males and 306 females) and other demographics presented in the profile format as a recap table. Several sheets contain outputs of the measurement model evaluation of the PLS-SEM procedure. For example, the Outer Loadings sheet reports the indicator reliability values for the constructs of Information Quality (IQ), Perceived Value (PV), and Loyalty (LO). The Construct Reliability sheet provides the Cronbach’s Alpha, Composite Reliability, and AVE values which indicated that the majority of models are above the threshold levels for reliability and evidence of convergent validity. The Discriminant Validity and Fornell Larcker sheets demonstrate that the constructs are different from one another. The Model Fit sheet reports indices of the model's goodness-of-fit (SRMR, d_ULS, d_G, Chi-square and NFI). Lastly, the Path Coefficients and Hypothesis Testing sheets provide the results of the structural model, including the magnitude and significance of the relationships between constructs as shown through path coefficients, t-statistics, and p-values, as well a note about whether each hypothesis is accepted or rejected. Overall, while the raw data file contains the original typos questionnaire, it also includes the statistical analyses necessary to confirm the measurement instruments and test the proposed structural model of consumer loyalty in fast fashion purchases on Shopee platform.