Online consumer loyalty: Why e-tailers should seek a high-profile leadership position
Journal
Computers in Human Behavior
Journal Volume
25
Pages
1231-1240
Date Issued
2009
Author(s)
Tsai, H.-T.
Abstract
This study takes an approach rooted in information economics to conceptualize and empirically examine the signal-based determinant of online customer loyalty and its antecedents and consequences. The authors test the proposed hypotheses using data obtained from three large online retailers. As an important insight, this research reveals that an e-tailer's competitive equity has a strong, positive effect on relationship investments and loyalty intentions. In addition, using quantile regression analysis, this study clarifies some issues in existing literature by showing that online consumers are motivated by different rules of exchange, depending on their loyalty levels. Finally, the authors discuss the managerial implications of their findings, as well as several important research issues and future research avenues. © 2009 Elsevier Ltd. All rights reserved.
Type
journal article