Dataset for the electronic customer relationship management based on S-O-R model in electronic commerce

Customer loyalty is difficult to establish because of the danger of online transactions, which causes risk in all transaction procedures. The dataset presents the survey data including three factors as electronic loyalty, perceived mental benefits, hedonic value. The quantitative data is based on 485 participants who bought from e-commerce websites. SmartPLS 3.7 software analyzed the survey collected data in three stages: measurement model evaluation (scale reliability and scale validity); structural model assessment (collinearity issues, the significance and relevance of the structural model relationships, coefficient of determination, effect size, and predictive relevance); and mediator analysis. Aside from confirming the Stimulus – Organism - Response (SOR) model in the relationships between perceived mental benefits, hedonic value, and electronic loyalty; moreover, this data revealed that hedonic value had a mediating effect on the relationship between electronic loyalty and perceived mental benefits in the electronic customer relationship management.