Examining e-loyalty towards online shopping platforms: The role of coupon proneness and value consciousness. Issue 3 (5th June 2017)

• Record Type: Journal Article
• Authors: Zheng, Xiabing; Lee, Matthew; Cheung, Christy M.K.
• Is Part Of: Internet research. Volume 27:Issue 3(2017)
• Page Start: 709
• Page End: 726
• Publication Date: 2017-06-05
• Subjects: Electronic commerce -- Loyalty -- Value consciousness -- Coupon proneness -- Online shopping platforms; Internet -- Periodicals; Computer networks -- Periodicals; 004.678
• DOI: 10.1108/IntR-01-2016-0002
• Languages: English
• ISSNs: 1066-2243

Abstract

Abstract : Purpose: Existing research has long considered e-loyalty as a key to the success of online shopping. The purpose of this paper is to advance the theoretical understanding of e-loyalty by exploring the roles of coupon proneness and value consciousness in the context of online shopping platforms. Design/methodology/approach: The authors empirically tested the research model using a sample of 537 users of an online shopping platform in a longitudinal setting. Findings: The results provided support to all the hypotheses in the research model; particularly, the authors found that coupon proneness and value consciousness play important roles in explaining e-loyalty. They both exhibited significant moderating effects on the relationship between loyalty intentions and repurchase behaviors. The impact of trust on loyalty intentions was also examined. Research limitations/implications: The authors believe that this study will shed light for practitioners and enable researchers to deepen their understanding of e-loyalty in online shopping platforms. Originality/value: The research better explains the gap between two important price-tactics-related variables (including coupon proneness and value consciousness); and further examines their roles in determining customers' repurchase behaviors in the context of online shopping, which is not well examined in previous studies.