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Examining e-loyalty towards online shopping platforms

Examining e-loyalty towards online shopping platforms PurposeExisting research has long considered e-loyalty as a key to the success of online shopping. The purpose of this paper is to advance the theoretical understanding of e-loyalty by exploring the roles of coupon proneness and value consciousness in the context of online shopping platforms.Design/methodology/approachThe authors empirically tested the research model using a sample of 537 users of an online shopping platform in a longitudinal setting.FindingsThe results provided support to all the hypotheses in the research model; particularly, the authors found that coupon proneness and value consciousness play important roles in explaining e-loyalty. They both exhibited significant moderating effects on the relationship between loyalty intentions and repurchase behaviors. The impact of trust on loyalty intentions was also examined.Research limitations/implicationsThe authors believe that this study will shed light for practitioners and enable researchers to deepen their understanding of e-loyalty in online shopping platforms.Originality/valueThe research better explains the gap between two important price-tactics-related variables (including coupon proneness and value consciousness); and further examines their roles in determining customers’ repurchase behaviors in the context of online shopping, which is not well examined in previous studies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Examining e-loyalty towards online shopping platforms

Internet Research , Volume 27 (3): 18 – Jun 5, 2017

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1066-2243
DOI
10.1108/IntR-01-2016-0002
Publisher site
See Article on Publisher Site

Abstract

PurposeExisting research has long considered e-loyalty as a key to the success of online shopping. The purpose of this paper is to advance the theoretical understanding of e-loyalty by exploring the roles of coupon proneness and value consciousness in the context of online shopping platforms.Design/methodology/approachThe authors empirically tested the research model using a sample of 537 users of an online shopping platform in a longitudinal setting.FindingsThe results provided support to all the hypotheses in the research model; particularly, the authors found that coupon proneness and value consciousness play important roles in explaining e-loyalty. They both exhibited significant moderating effects on the relationship between loyalty intentions and repurchase behaviors. The impact of trust on loyalty intentions was also examined.Research limitations/implicationsThe authors believe that this study will shed light for practitioners and enable researchers to deepen their understanding of e-loyalty in online shopping platforms.Originality/valueThe research better explains the gap between two important price-tactics-related variables (including coupon proneness and value consciousness); and further examines their roles in determining customers’ repurchase behaviors in the context of online shopping, which is not well examined in previous studies.

Journal

Internet ResearchEmerald Publishing

Published: Jun 5, 2017

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