Shopping motives as antecedents of e-satisfaction and e-loyalty

被引：81
|
作者：
Christodoulides, George [1 ,2 ]
Michaelidou, Nina [3 ]
机构：
[1] Univ Birmingham, Sch Business, Mkt, Birmingham, W Midlands, England
[2] Univ Birmingham, Sch Business, Ctr Res Brand Mkt, Birmingham, W Midlands, England
[3] Univ Birmingham, Birmingham Business Sch, Mkt, Birmingham, W Midlands, England
来源：
JOURNAL OF MARKETING MANAGEMENT | 2011年 / 27卷 / 1-2期
关键词：
e-loyalty; e-satisfaction; shopping motives; e-tailing;
D O I：
10.1080/0267257X.2010.489815
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Customer loyalty is fundamental to the profitability and survival of e-tailers. Yet research on antecedents of e-loyalty is relatively limited. This study contributes to the literature by investigating the effect of motives for online shopping on e-satisfaction and e-loyalty. A structural equations model is developed and tested through data from an online survey involving 797 customers of two UK-based e-tailers focussing on hedonic products. The results suggest that convenience, variety seeking, and social interaction help predict e-satisfaction, and that social interaction is the only shopping motive examined with a direct relationship to e-loyalty. Data also show that e-satisfaction is a strong determinant of e-loyalty. These findings are discussed in the light of previous research and avenues of future research are proposed.
引用
收藏
页码：181 / 197
页数：17
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