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A good deal online: The Impacts of acquisition and transaction value on E-satisfaction and E-loyalty

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  • Audrain-Pontevia, Anne-Françoise
  • N’Goala, Gilles
  • Poncin, Ingrid

Abstract

Relying on Thaler's exchange theory, this research examines the unique effects of perceived transaction and acquisition values on consumer e-satisfaction and e-loyalty in an e-commerce setting, along with the moderating role of product/ service category. Overall, consumers' perceptions of transaction value lead to their e-dissatisfaction. Hence, obtaining a good deal does not have the same meaning and influence depending on the type of buying trip (exploratory or goal-directed). These results confirm Thaler's exchange theory's usefulness to analyzing the impact of perceived value on e-satisfaction and e-loyalty. Additionally, in a managerial perspective, this research underlines the importance of adapting promotional strategies to online contexts, since online purchase experience improves when there is an alignment between the customer's goals and the e-tailer’s online offering.

Suggested Citation

  • Audrain-Pontevia, Anne-Françoise & N’Goala, Gilles & Poncin, Ingrid, 2013. "A good deal online: The Impacts of acquisition and transaction value on E-satisfaction and E-loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 20(5), pages 445-452.
    • Handle: RePEc:eee:joreco:v:20:y:2013:i:5:p:445-452
    DOI: 10.1016/j.jretconser.2013.04.002
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    7. Fang, Jiaming & Shao, Yunfei & Wen, Chao, 2016. "Transactional quality, relational quality, and consumer e-loyalty: Evidence from SEM and fsQCA," International Journal of Information Management, Elsevier, vol. 36(6), pages 1205-1217.
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