Analysing the Impact of Online Journey Determinants on Customer Digital Engagement: An Empirical Study in Jordan
摘要
This study sought to investigate the impact of online journey determinants on customers’ digital engagement. This study targeted customers of food delivery service applications in Jordan. Using a convenience sample of 410 customers, the hypotheses were tested, and the measurement model was verified via structural equation modeling (SEM). The study concluded that the online journey determinants positively affected customers’ digital engagement, with the exception of checkout and site landing, which were not significant in customers’ digital engagement. Therefore, the study recommended that companies operating in this sector continue to prioritize improving user experience, personalization, convenience, and feedback mechanisms.