The antecedents of e-satisfaction and e-loyalty

Anca Maria Constantin
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Anca Maria Constantin: Faculty of Economics and Business Administration, West University of Timisoara, Romania

Timisoara Journal of Economics, 2012, vol. 5, issue 18, 236–252

Abstract: The present research aims to see if the relationship between online satisfaction and online loyalty can still be validated given that the online buyer is more experienced now, due to the considerable increase in the number of online purchases. It also tries to validate website quality, online service quality as important antecedents of e-satisfaction. Today, the online buyer is aware of the many benefits gained by making purchases on the Internet, including the possibility to compare offers, prices and shops with just a mouse click. Does this knowledge make him less loyal to an online shop, even though he is satisfied with that particular shop? Is the online buyer more adventurous now that he knows how to avoid threats? Does online experience influence perceived online satisfaction? Is there any link between online experience and loyalty? By conducting a quantitative research on 193 Romanian respondents through an online questionnaire we found out that online satisfaction is still an antecedent of online loyalty and that experience has a positive effect on perceived online satisfaction. The relationship between website quality and e-satisfaction was supported as well. However no significant statistical link was found between the buyer’s loyalty and the frequency of his online purchases and between online service quality and e-satisfaction.

Keywords: e-satisfaction; e-loyalty; online buyer; switching costs; website quality; online service quality (search for similar items in EconPapers)
JEL-codes: L81 M31 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (4)

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