Online consumer loyalty: Why e-tailers should seek a high-profile leadership position |
| |
Authors: | Hsien-Tung Tsai Heng-Chiang Huang |
| |
Affiliation: | aDepartment of International Business, Yuan Ze University, No.135, Yuan-Tung Rd., Chungli City 320, Taiwan, ROC;bDepartment of International Business, National Taiwan University, No.1, Sec. 4, Roosevelt Rd., Taipei City 106, Taiwan, ROC |
| |
Abstract: | This study takes an approach rooted in information economics to conceptualize and empirically examine the signal-based determinant of online customer loyalty and its antecedents and consequences. The authors test the proposed hypotheses using data obtained from three large online retailers. As an important insight, this research reveals that an e-tailer’s competitive equity has a strong, positive effect on relationship investments and loyalty intentions. In addition, using quantile regression analysis, this study clarifies some issues in existing literature by showing that online consumers are motivated by different rules of exchange, depending on their loyalty levels. Finally, the authors discuss the managerial implications of their findings, as well as several important research issues and future research avenues. |
| |
Keywords: | Competitive equity Consumer loyalty Overall satisfaction Perceived critical mass Relationship investments |
本文献已被 ScienceDirect 等数据库收录! |
|