Your secret weapon to achieve E-Loyalty : A Quantitative Study On Antecedents Leading To E-loyalty

• Main Authors: Azizi, Farnoush, Wang, XiLu
• Format: Others
• Language: English
• Published: Linnéuniversitetet, Institutionen för marknadsföring (MF) 2018
• Subjects: E-commerce; E-retailing; E-retailer; E-loyalty; E-satisfaction; E-trust; Perceived value; Business Administration; Företagsekonomi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76083

With the rise of e-commerce, more and more retailers switch the focus to online environment. In order to gain customers’ e-loyalty, e-retailers have to pay more attention to e-loyalty itself and its antecedents. To help practitioners and academicians better understand e-loyalty, theory of e-satisfaction, e-trust and perceived value were introduced in this thesis. A conceptual model was structured to further explain the relationships towards e-loyalty. The purpose of this thesis is to explain the relationship of e-loyalty and its antecedents (e-satisfaction, e-trust and perceived value) and identify the strongest antecedent leading to e-loyalty.