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

    Christodoulides, George and Michaelidou, N. (2011) Shopping motives as antecedents of e-satisfaction and e-loyalty. Journal of Marketing Management 27 (1/2), pp. 181-197. ISSN 0267-257X.

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    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.

    Metadata

    Item Type: Article
    Keyword(s) / Subject(s): e-loyalty, e-satisfaction, shopping motives, e-tailing
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Sarah Hall
    Date Deposited: 09 Sep 2014 13:28
    Last Modified: 09 Sep 2014 13:28
    URI: http://eprints.bbk.ac.uk/id/eprint/10469

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