The Role of Online Trust and Satisfaction in Building Loyalty Towards Online Retailers: Differences Between Heavy and Light Shopper Groups

E-tailing has had a phenomenal growth in the last few years but still great potential remains unused because of consumers' general lack of trust in online retailers. The purpose of this study is to develop and test an integrated model to understand the role of satisfaction and trust in building e-loyalty. It further explores the moderating effects of shopping levels on antecedents of trust, satisfaction and loyalty toward an Internet retailer. The study has used structural equation modeling to reveal the nature of relational influences of these constructs on loyalty. The moderating effects of the levels of shopping are observed as the price/value had a stronger effect on e-satisfaction for light shoppers, while e-trust had a stronger effect on e-satisfaction for heavy shoppers.