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Antecedents of Loyalty Towards Online Retailers: Heavy Shopper versus Light Shopper Groups

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  • Soma Sur

    (Department of Commerce and Management, West Bengal State University, Kolkata, India)

Abstract

E-tailing has had a phenomenal growth in the last few years but still great potential remains unused because of consumers' general lack of trust in online retailers. The purpose of this study is to develop and test an integrated model to understand the role of satisfaction and trust in building e-loyalty. It further explores the moderating effects of shopping levels on antecedents of trust, satisfaction and loyalty toward an Internet retailer. The study has used structural equation modeling to reveal the nature of relational influences of these constructs on loyalty. The moderating effects of the levels of shopping are observed as the price/value had a stronger effect on e-satisfaction for light shoppers, while e-trust had a stronger effect on e-satisfaction for heavy shoppers. This study not only advances our theoretical understanding but also helps practitioners to formulate strategies to convert light shoppers to heavy and loyal ones.

Suggested Citation

  • Soma Sur, 2014. "Antecedents of Loyalty Towards Online Retailers: Heavy Shopper versus Light Shopper Groups," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 12(4), pages 32-45, October.
    • Handle: RePEc:igg:jeco00:v:12:y:2014:i:4:p:32-45
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/jeco.2014100104
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