Shopping motives as antecedents of e-satisfaction and e-loyalty
Christodoulides, G. and Michaelidou, N. (2011) Shopping motives as antecedents of e-satisfaction and e-loyalty. Journal of Marketing Management, 27 (1/2). pp. 181-197. ISSN 1472-1376
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To link to this article DOI: 10.1080/0267257X.2010.489815
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.