Integrative Model of E-loyalty Development Process: the Role of E-satisfaction, E-trust, Etail Quality and Situational Factors

Abstract

The purpose of this study is to propose an integrative model of e-loyalty development process including e-satisfaction, e-trust, etail quality and situational factors, and to empirically test the model. Data was collected in public facilities and each participant was asked to complete the paper questionnaire. Total of 182 usable data were obtained. Structural equation modeling using Lisrel 8.5 and moderated multiple regression analysis was used to test the hypotheses. Both e-satisfaction and e-trust had significant influence on e-loyalty. The relationship between e-trust and e-satisfaction was found to be significant as well. Website design had a significant impact on e-satisfaction; however, customer service did not have an effect e-satisfaction. Fulfillment/reliability influenced the e-satisfaction level as well as e-trust. Security/privacy had significant impact on e-trust. The situational variables did not moderate the relationship between e-satisfaction/ e-trust and e-loyalty.