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Online Personal Selling, Need for Touch and e-Loyalty

Jashim Khan (), Zuo Na and Meng Tao
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Jashim Khan: University of Surrey
Zuo Na: IBC, Dongbei University of Finance and Economics
Meng Tao: IBC, Dongbei University of Finance and Economics

A chapter in Strategic Innovative Marketing and Tourism, 2019, pp 851-857 from Springer

Abstract: Abstract This research examines the relationship between online website quality (eTailQ) and e-loyalty by examining (a) the mediating role of need for touch (NFT) and (b) the moderating role of online personal selling influencing the mediation. Non-probability criterion-based purposive sampling resulted 346 participants participating in this research. Results show that NFT mediates the relationship between eTailQ and e-loyalty. Moderated mediation reveals that the indirect pathways (NFT) through which eTailQ exerts its effect on e-loyalty is dependent on the value of real-time online personal selling of the website. Managerially, the study explains quality of website is effective to enhance consumer loyalty when online retailers provide ways to reduce NFT in their website and that personal selling seem to moderate the likelihood of repeat purchase.

Keywords: Retailer website quality (eTailQ); Online personal selling; Need for touch (NFT) (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-12453-3_98

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