 Building loyalty in e-commerce: does consumer income matter?Viviane Moura Rocha Ferreira, Juracy Parente, Mateus Canniatti Ponchio and Felipe Zambaldi International Journal of Business and Systems Research, 2020, vol. 14, issue 1, 74-94 Abstract: In emerging markets, the rapid expansion of online retailing is mainly driven by new adopters from lower-income consumer segments. However, little is known about the behaviour of this group in online retail. This study evaluates the relationships between e-loyalty, e-satisfaction, e-trust and e-quality, paying particular attention to the moderating role of consumer income. Data were collected from a sample of 1,020 Brazilian consumers via a web survey and were analysed using structural equation modelling (SEM). Among the main results, this study finds that consumers from the higher-income group pay more attention to the quality of website information, while consumers from the lower-income group emphasise the importance of fulfilment. E-satisfaction is more important than e-trust in determining e-loyalty and these relationships are moderated by income. Online retailers should pay special attention to tailoring their promotional efforts to foster consumer loyalty according to different consumer income groups. Keywords: loyalty; e-commerce; emerging markets; quality; satisfaction; trust; structural equation modelling; SEM; income moderation effect; Brazilian consumers; technology. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbsre:v:14:y:2020:i:1:p:74-94 Access Statistics for this article More articles in International Journal of Business and Systems Research from Inderscience Enterprises Ltd |
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