The Role of Website Features in Creating Loyalty: The Mediating Effect of Commitment

Anil Bilgihan, Anupama Sukhu and Jay Kandampully
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Anil Bilgihan: College of Business, Florida Atlantic University, Boca Raton, FL, USA
Anupama Sukhu: Department of Consumer Sciences, The Ohio State University, Columbus, OH, USA
Jay Kandampully: Department of Consumer Sciences, The Ohio State University, Columbus, OH, USA

International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 2013, vol. 4, issue 3, 37-50

Abstract: This study integrates shopping value dimensions and consumers’ commitment to a theoretical model to understand consumer loyalty to e-shopping. E-commerce is established as an efficient sales platform for travel and hospitality vendors. However, extant literature found that it is difficult to attract new customers and retain existing customers in e-commerce. This paper investigates the antecedents of customer loyalty in e-commerce. An online survey with (n=520) was conducted with randomly selected US consumers. A structural equation model reveals that hedonic and utilitarian shopping values determine affective and calculative commitment of e-shoppers which in turn influence consumers’ loyalty towards e-shopping. This study contributes to the present literature and provides important implication towards e-tailers and website developers. It is important to fulfill e-shoppers’ hedonic and utilitarian needs to gain e-loyalty. Web based hospitality service offerings should provide a convenient and pleasing online environment to gain consumer e-loyalty.

Date: 2013
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