Shopping motives as antecedents of e-satisfaction and e-loyalty

George Christodoulides · Nina Michaelidou

160 citations0/0 files storedJournal of Marketing Management

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Customer Service Quality and Loyalty Technology Adoption and User Behaviour Consumer Retail Behavior Studies

Abstract

Customer loyalty is fundamental to the profitability and survival of e-tailers. Yet research on antecedents of e-loyalty is relatively limited. This study contributes to the literature by investigating the effect of motives for online shopping on e-satisfaction and e-loyalty. A structural equations model is developed and tested through data from an online survey involving 797 customers of two UK-based e-tailers focussing on hedonic products. The results suggest that convenience, variety seeking, and social interaction help predict e-satisfaction, and that social interaction is the only shopping motive examined with a direct relationship to e-loyalty. Data also show that e-satisfaction is a strong determinant of e-loyalty. These findings are discussed in the light of previous research and avenues of future research are proposed.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988On the Evaluation of Structural Equation Models 1977Estimating Nonresponse Bias in Mail Surveys 1996The Behavioral Consequences of Service Quality 1999Whence Consumer Loyalty?1994Customer Loyalty: Toward an Integrated Conceptual Framework 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations

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