Critical review of the e-loyalty literature: a purchase-centred framework

Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers to understand their customers better, to take advantage of industry-related factors, and to improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty are currently in use, influenced predominantly by Zeithaml et al. (J Marketing. 1996;60(2):31-46) and Oliver (1997; Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill). Additionally, we propose a new general conceptual framework, which leads to antecedents dividing e-loyalty on the basis of the action of purchase into pre-purchase, during-purchase and after-purchase factors. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage

Linking consumer trust perception in constructing an e-commerce trust model

Trust issues is still considered as a main obstacle in the implementation of eCommerce Due to the increasing numbers of cyber crimes committed today, consumers are faced with doubt to engage in online shopping. As a safety precaution, consumers will take certain measures to protect their information by evaluating and assessing these websites trustworthiness before an actual purchase occurs. This paper describes a model that examines the elements related to online consumer behavior and to investigate this behavior towards building and increasing trust. The applicability of the model was tested in attempt to view consumers' acceptance towards the model and its component. The fmdings indicate the respondents are aware of the trust issue surrounding e-Commerce implementation as they accept and agreed with the model and its components

Modelling and testing consumer trust dimensions in e-commerce

Prior research has found trust to play a significant role in shaping purchase intentions of a consumer. However there has been limited research where consumer trust dimensions have been empirically defined and tested. In this paper we empirically test a path model such that Internet vendors would have adequate solutions to increase trust. The path model presented in this paper measures the three main dimensions of trust, i.e. competence, integrity, and benevolence. And assesses the influence of overall trust of consumers. The paper also analyses how various sources of trust, i.e. consumer characteristics, firm characteristic, website infrastructure and interactions with consumers, influence dimensions of trust. The model is tested using 365 valid responses. Findings suggest that consumers with high overall trust demonstrate a higher intention to purchase online

An analysis of the key factors affecting the success of a re-launched destination marketing website in the UK

Business Information Systems e-Commerce/e-business Computer Appl. in Social and Behavioral Sciences Marketing Information Systems Applications (incl. Internet)This paper presents a case study of the re-launch of a DMO website in the UK. It evaluates the perceived usability of the new website and identifies the key factors affecting customers’ intention to use the new website. A large-scale online survey was developed to understand a number of issues relating to usability (e.g. aesthetics, effectiveness) and psychological and behavioural indicators (e.g. perceived trustworthiness and intent to use). Both quantitative and qualitative data was analysed to understand users’ perceptions, behaviour and attitudes towards the re-launched website. A Structural Equation Model (SEM) was developed to identify the factors affecting their intention to use the new website. The SEM model identified the impact of a variety of factors on intention to use and the descriptive analysis, using both qualitative and quantitative data, highlights further areas of research

Country Image, Perceived Product Quality and Purchase Intention: the Moderating Roles of Quality Warranty Certificate and Country-Image Transferred Strategies

This article aims at researching on the relationship of country image and customer perception on product quality and purchasing intention in South Korean. Additionally, the moderating roles of product quality warranty and country image transferred strategies are also taken into investigation in this empirical research. In order to make a research on these areas, questionnaire forms were distributed by emails and sending hard copies to 350 target samples in South Korea including Koreans and foreigners who have been living in South Korea and 215 forms were returned back and analyzed by SPSS v.21. The results indicated that gender, age groups and nationalities can significantly influence consumers' perception on the relationship country image and product quality. Surprisingly, the image of origin country produced products does not really affect consumers' perceived product quality, but the image of manufacturing country has a strong and significant influence on consumers' perception in terms of product quality. More interestingly, country image transferred strategy is ineffective in altering consumers' psychological perceptions on country image and perceived product quality. Apart from this, product quality warranty is still workable for boosting consumers' confidence in consuming products in Korean context. Even though this empirical research was considerably and carefully implemented, there are still some significant limitations in practice. The limitations and suggestion are finally introduced and explained

Secure webs and buying intention: the moderating role of usability

El presente trabajo ha planteado un modelo conceptual a fin de mostrar como los antecedentes de la intención de compra se ven reforzados en contextos de Webs altamente usables. Específicamente, el trabajo analiza en profundidad el rol moderador de la usabilidad en la explicación de la conexión entre seguridad de una Web e intención de compra. Entre ambos extremos (seguridad e intención de compra), se han incluido diversas variables para explicar mejor su conexión. Para ello, ha sido diseñada una Web ficticia de ropa dirigida al segmento joven de clase media. A fin de alterar la usabilidad de la Web se han realizado dos tipos de manipulaciones: la velocidad y la facilidad de uso de la Web. Las dos Webs creadas (alta usabilidad y baja usabilidad) fueron visitadas por un total de 170 encuestados que fueron compensados con un USB valorado en 15 euros. Los resultados muestran que la seguridad percibida en la Web acarrea tres interesantes efectos (especialmente para la Web altamente usable): (i) mejora las actitudes agrado, (ii) reduce el nivel de riesgo percibido; (iii) aumenta la confianza. Los dos últimos efectos, a su vez, acaban aumentando la intención de compra.. Por último, se ha demostrado que la usabilidad, efectivamente, refuerza las relaciones consideradas en el modelo propuesto para explicar la intención de compra.A conceptual model has been proposed to show how buying intention antecedents are reinforced in highly usable contexts. Specifically, this paper deeply analyses the moderator role of system variables (usability) on explaining the relationship between Web security and buying intention. Between both extremes (security and buying intention), several relationships have also been stated to better explain this effect. An “ideal” fictitious Website was designed for a non existent clothing company directed at the segment of middle class consumers. In order to alter Web usability, two blocks of changes were made, one concerning Website speed and the other related to ease of use. Our experiment sample consisted of 170 respondents who participated in exchange for a pen-drive (USB) valued at 15 euros. The results show that improving website security has three interesting effects (especially in high usable contexts): (i) it improves pleasure attitudes, (ii) reduces the level of perceived risk and (iii) increases trust. Secondly, it has been found that to increase buying intention, two actions must be taken: (i) to diminish perceived risk and (ii) to improve users’ pleasure attitudes towards the Website. Finally, usability has been found to have a moderating role in all the relationships considered (reinforcing them)

What drives consumers' e-loyalty to airlines web site? Conceptual framework and managerial implications

This study proposes a revised technology acceptance model that integrates expectation confirmation theory to measure continuance intentions of online shopping for airlines web sites. The sample respondent 465online users in Saudi Arabia. A structural equation model confirms model fit. Perceived usefulness, enjoyment, social pressure, and loyalty incentives are determinants of online flight booking continuance in Saudi Arabia. This research moves beyond online booking intentions and includes factors affecting online booking continuance. The research model explains 53% of the intention to continue booking using airlines web sites

The relationship between ecrm implementation and eloyalty at different adoption stages of transaction cycle: A conceptual framework and hypothesis

The purpose of this paper is to propose a model for the relationship between eCRM and E-loyalty by conceptualizing that e-loyalty is influenced by e-satisfaction, e-trust, and multi-dimensional aspects of eCRM. In order to capture the full picture for this relationship, we attempt to cover the complete purchase experience by focusing on transaction cycle (Pre-Purchase, A-Purchase, and Post- Purchase).different Components of eCRM have differing effects on e-loyalty. This study strengthens the literature by adding different components of eCRM as a possible critical antecedent in the model of e-loyalty development and attempts to build a stronger holistic model by including eCRM features

Social Media Influence: Metrics Matter

It is imperative for companies to engage in social media marketing as consumers are often dependent on online information and electronic word-of-mouth. Past literature claims that consumers evaluate the influence of communications differently on social media than they would in a traditional environment because of the nature of the internet. This study aims to analyze user’s perceptions of social media marketing influence and determines if user’s perception of influence changes based on the number of social media metrics (likes, comments, and shares) that accompany a Facebook post. The study also investigates if perceptions of influence vary depending on a user’s level of involvement in the situation. A 2x2 factorial design is utilized to manipulate both level of involvement and amount of likes, comments, and shares that accompany a Facebook post. The results contend that a high number of likes, comments, and shares on Facebook leads to increased perceptions of source credibility and information usefulness. In particular, the results prove that a high number of likes, comments, and shares on Facebook leads to increased purchase intention in a low-involvement situation. These results are essential to marketers as they prove the importance of curating engaging content on company’s Facebook pages in order to generate high amounts of likes, comments, and shares. Increasing the amount of likes, comments, and shares on Facebook will make the post more influential to users