Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Building loyalty in e-commerce: does consumer income matter?

Building loyalty in e-commerce: does consumer income matter? In emerging markets, the rapid expansion of online retailing is mainly driven by new adopters from lower-income consumer segments. However, little is known about the behaviour of this group in online retail. This study evaluates the relationships between e-loyalty, e-satisfaction, e-trust and e-quality, paying particular attention to the moderating role of consumer income. Data were collected from a sample of 1,020 Brazilian consumers via a web survey and were analysed using structural equation modelling (SEM). Among the main results, this study finds that consumers from the higher-income group pay more attention to the quality of website information, while consumers from the lower-income group emphasise the importance of fulfilment. E-satisfaction is more important than e-trust in determining e-loyalty and these relationships are moderated by income. Online retailers should pay special attention to tailoring their promotional efforts to foster consumer loyalty according to different consumer income groups. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Business and Systems Research Inderscience Publishers

Loading next page...
 
/lp/inderscience-publishers/building-loyalty-in-e-commerce-does-consumer-income-matter-FUs1Dez1dV

References

References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.

Publisher
Inderscience Publishers
Copyright
Copyright © Inderscience Enterprises Ltd
ISSN
1751-200X
eISSN
1751-2018
DOI
10.1504/IJBSR.2020.104150
Publisher site
See Article on Publisher Site

Abstract

In emerging markets, the rapid expansion of online retailing is mainly driven by new adopters from lower-income consumer segments. However, little is known about the behaviour of this group in online retail. This study evaluates the relationships between e-loyalty, e-satisfaction, e-trust and e-quality, paying particular attention to the moderating role of consumer income. Data were collected from a sample of 1,020 Brazilian consumers via a web survey and were analysed using structural equation modelling (SEM). Among the main results, this study finds that consumers from the higher-income group pay more attention to the quality of website information, while consumers from the lower-income group emphasise the importance of fulfilment. E-satisfaction is more important than e-trust in determining e-loyalty and these relationships are moderated by income. Online retailers should pay special attention to tailoring their promotional efforts to foster consumer loyalty according to different consumer income groups.

Journal

International Journal of Business and Systems ResearchInderscience Publishers

Published: Jan 1, 2020

There are no references for this article.