The Impact of Interface Quality and Security/Privacy on Shoppers’ E-Loyalty: The Mediating Role of Flow

In the era of digitalization and the development of mobile applications, consumers can shop easily through marketplace applications anywhere and anytime. Following the rapid growth of e-marketplaces, particularly in Indonesia, this study determines the role of digital stimuli, namely: Interface Quality and Security/Privacy, on consumer loyalty to marketplaces, as well as the mediating role of Flow in these relationships. Data collection was done using the purposive sampling method for marketplace application users in Indonesia, and as many as 305 respondents were analyzed by the Second-Order Model using the SmartPLS 3.3.3. This study found that Interface Quality affects E-Loyalty, directly or through Flow’s mediating role. In addition, the Security/Privacy of the marketplace application also affects E-Loyalty through Flow.