Perceived Value and E-loyalty in the Electronic Service: An Application on the Cultural Industry Setting

Since the beginning of this decade, B2C relationships between consumers and cultural industry have been growing in Spain. Although some studies have focused on self-service and use of technology in service delivery, few have explored the role of perceived value in consumer evaluation of technology based self-service options. The objective of this study is to contribute to the knowledge on what perceived value consists in business-to-consumer relationships particularly. On the basis of a theoretical framework obtained from the literature review of perceived value from a trade-off perspective, we carry out an empirical analysis to determine the consequences of perceived value in the electronic service context. Based on a convenience sample of electronic consumers, our results, through SEM analysis show perceived value is the antecedent to the classic satisfaction- e-loyalty chain in cultural industry setting.