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Journal of Business and Psychology

Erschienen in:

01.09.2009

Antecedents of Internet Retailing Loyalty: Differences Between Heavy Versus Light Shoppers

verfasst von: Jyh-Shen Chiou, Lee-Yun Pan

Erschienen in: Journal of Business and Psychology | Ausgabe 3/2009

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Abstract

Purpose

The purpose of this study was to explore the moderating effects of heavy versus light shoppers on antecedents of customer’s satisfaction and loyalty toward an Internet retailer.

Design/Methodology/Approach

A model discusses the different mechanisms in building an effective exchange relationship with light versus heavy shoppers was developed and tested using Internet book store as the study object. With the assistance of a marketing research firm, an Internet-based survey was employed to gather information on 375 users of Internet bookstores in Taiwan.

Findings

The results showed that price/value had a stronger effect on overall satisfaction for light versus heavy shoppers, while trust had a stronger effect on overall satisfaction for heavy versus light shoppers. The study also found that consumers’ irreplaceable asset generated from past transaction with a focal Internet retailer had strong effects on their loyalty responses.

Implications

Understanding of the moderating role of heavy versus light shoppers on satisfaction and loyalty formation helps to advance our theoretical understanding of the different routes of satisfaction and loyalty formation for different shoppers. The results of this study can help to inform the practitioners that price may play a role in drawing light shoppers, while perceived trust of the Internet store is more important in retaining heavy shoppers. It also demonstrated the importance of building asset specificity in increasing customer loyalty.

Originality/Value

This is one of the first studies to provide evidence of the moderating effects of heavy versus light shoppers on satisfaction and loyalty formation. It explained and tested empirically the different mechanisms of satisfaction and loyalty formation between two groups of consumers.

Vorheriger Artikel Modeling Customer Loyalty from an Integrative Perspective of Self-Determination Theory and Expectation–Confirmation Theory

Nächster Artikel Effects of Pro-Environmental Recruiting Messages: The Role of Organizational Reputation

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Titel: Antecedents of Internet Retailing Loyalty: Differences Between Heavy Versus Light Shoppers
verfasst von: Jyh-Shen Chiou
Lee-Yun Pan
Publikationsdatum: 01.09.2009
Verlag: Springer US
Erschienen in: Journal of Business and Psychology / Ausgabe 3/2009
Print ISSN: 0889-3268
Elektronische ISSN: 1573-353X
DOI: https://doi.org/10.1007/s10869-009-9111-7

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