Consumer Attitude and Loyalty in Online Shopping Environments: A Study of Facets Driving Shoppers Towards E-Stores

Chandra Sekhar Patro
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Chandra Sekhar Patro: Department of Management Studies, Gayatri Vidya Parishad College of Engineering (Autonomous), Visakhapatnam, India

International Journal of Cyber Behavior, Psychology and Learning (IJCBPL), 2017, vol. 7, issue 3, 57-72

Abstract: In the online shopping environment, loyal customers are considered extremely valuable. Loyalty is generally attributed to satisfaction with the quality of service offered by the e-marketers' to their customers. The application of technology-based service has grown rapidly in the recent years, but the current understanding of customer retention and attitude in such contexts remains limited. The present article empirically investigates the roles of e-store facets, consumer attitude and loyalty in online shopping environments. The results posit that the e-store facets such as ease of use, credibility, price benefit, security and service quality positively influence online consumer loyalty via online consumer purchase attitude, whereas functionality and innovativeness do not have much influence on consumer attitude and loyalty. The findings afford not only practical implications for e-marketers but also directions for future research on online customer attitude and loyalty.

Date: 2017
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