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Online Personal Selling, Need for Touch and e-Loyalty

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Jashim Khan

    (University of Surrey)

  • Zuo Na

    (IBC, Dongbei University of Finance and Economics)

  • Meng Tao

    (IBC, Dongbei University of Finance and Economics)

Abstract

This research examines the relationship between online website quality (eTailQ) and e-loyalty by examining (a) the mediating role of need for touch (NFT) and (b) the moderating role of online personal selling influencing the mediation. Non-probability criterion-based purposive sampling resulted 346 participants participating in this research. Results show that NFT mediates the relationship between eTailQ and e-loyalty. Moderated mediation reveals that the indirect pathways (NFT) through which eTailQ exerts its effect on e-loyalty is dependent on the value of real-time online personal selling of the website. Managerially, the study explains quality of website is effective to enhance consumer loyalty when online retailers provide ways to reduce NFT in their website and that personal selling seem to moderate the likelihood of repeat purchase.

Suggested Citation

  • Jashim Khan & Zuo Na & Meng Tao, 2019. "Online Personal Selling, Need for Touch and e-Loyalty," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 851-857, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-12453-3_98
    DOI: 10.1007/978-3-030-12453-3_98
    as

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