Examine the difference influence between happiness and satisfaction toward loyalty and continuance intention in E-commerce

This research aims to discover the impact between satisfaction and happiness toward continuance intention and customer loyalty in e-commerce environments, and compares happiness with satisfaction that which one can predict continuance intention and loyalty more precisely. Prior researches viewed satisfaction as the essential predictor of consumer behaviors. However at the same time, various researches also indicated that the relationship between satisfaction and loyalty are not linear correlation, different from previous hypothesis. Furthermore, some of the prior researches embarked on investigating whether there are major mediations or moderations within this relationship. In order to realize the predicting factors of consumer behaviors more efficiently and accurately, we introduce prevailing variable in psychology, happiness, into the field of consumer behaviors. Attempt to figure out and verify the influence of happiness, which include evaluation of satisfaction and inner feelings, involving emotional feedback in the aspect of utilitarian and hedonic after consumption. The impact of happiness would be more direct and profound toward consumers than satisfaction does. In sum, in the empirical experiment, we totally collect 148 valid questionnaires from Taiwanese and 258 from America locals. With the examination of reliability and validity, we utilize structural equation modeling in the IBM AMOS, and obtain outcomes from the research model. Here are our findings and hypothesis conclusion: (1) Happiness has significant positive effects on loyalty. (2) Comparing with satisfaction, happiness can predict customers’ loyalty more precisely. Ultimately, base on our results, we provide some relevant suggestions for academy and practice.