Building loyalty through perceived value in online shopping – does family life cycle stage matter?

Raman Amirtha and V. J. Sivakumar

The Service Industries Journal, 2022, vol. 42, issue 15-16, 1151-1189

Abstract: This study explores the influence of Family Life Cycle (FLC) stages on the perceived value-customer loyalty relationship in e-shopping. A customized Indian FLC classification system comprising ten FLC stages was used in this study. Perceived value was measured as Utilitarian Value (UV) and Hedonic Value (HV), which acted as second-order constructs formed by utilitarian and hedonic benefits. Customer loyalty was measured as Re-Purchase Intention (RPI), positive Word of Mouth (WOM) and Willingness To Pay More (WTPM). Based on the split into FLC stages, 827 married women e-shoppers in metropolitan cities participated in the study. Value-loyalty and benefits-loyalty relationships were measured using PLS-SEM and differences in group behaviour were observed using PLS-MGA. Results showed that UV had a significant dominant effect on all value dimensions, while HV had a significant effect on only the dimension, WOM. Moreover, the values/benefits influencing dimensions of loyalty differed as women transcended from one FLC stage to the next. In effect, this study showed strong empirical evidence that FLC stages play a significant role in e-shopping Value-Loyalty and Benefit-Loyalty relationship.

Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/02642069.2021.1960982 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:42:y:2022:i:15-16:p:1151-1189

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/FSIJ20

DOI: 10.1080/02642069.2021.1960982

Access Statistics for this article

The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

More articles in The Service Industries Journal from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().