Understanding the formation of e-loyalty based on a dedication-constraint perspective. Issue 1 (2nd January 2017)

• Record Type: Journal Article
• Authors: Hung, I-Hua; Chou, Shih-Wei
• Is Part Of: Journal of organizational computing and electronic commerce. Volume 27:Issue 1(2017)
• Page Start: 48
• Page End: 65
• Publication Date: 2017-01-02
• Subjects: Dedication-constraint factors -- loyalty -- perceived benefits -- service investments -- switching costs; Management -- Data processing -- Periodicals; Electronic commerce -- Periodicals; Electronic data interchange -- Periodicals; Business enterprises -- Computer networks -- Periodicals; 658.0505
• DOI: 10.1080/10919392.2016.1264772
• Languages: English
• ISSNs: 1091-9392

Abstract

ABSTRACT: Despite the importance of retaining customers in the context of e-shopping, the formation of an e-buyer's loyalty remains inconclusive. Drawing on e-shopping literature, this study developed and tested a model to explain e-buyer loyalty from the perspective of business-to-consumer relationship management. We build on a dedication-constraint dual model to delineate the relationship between perceived benefits, switching cost, service-specific investment, and loyalty. Empirical results from 505 respondents show that loyalty is influenced by both perceived benefits and switching costs. In addition, switching costs partially mediate the relationship between service-specific investments and loyalty. Implications of these results are discussed.