Exploring the antecedents of loyalty from the perspective of the e-commerce retail customer in Brazil
DOI:
https://doi.org/10.5585/remark.v22i1.17710Keywords:
Loyalty, E-commerce, Electronic Commerce, On-line Retail, On-line PurchasesAbstract
Purpose: This paper presents an exploratory study of a conceptual model developed with the objective of identifying the main factors that antecede loyalty of e-commerce retail customers.
Methodology/approach: More specifically, we propose that the serial and multiple mediating effects of trust and commitment can help to explain the causal relationship of quality with perceived value. We also demonstrate the moderating power of trust, which systematically moderates the shapes of relationships with the criterion variable. Data were collected from retail customers on-line by conducting a survey on the main social networks. Empirical analyses were conducted by multivariate regression with SPSS and PROCESSv3.5.
Findings: The results of these analyses show that e-commerce retail markets are very sensitive to levels of quality, perceived value, and customer satisfaction and loyalty. The control variables included in the analyses of moderation show that that customers’ perceptions with relation to their experience are directly impacted by the retailers’ interfaces.
Research implications: For making low-value purchases, consumers are more willing to take risks in terms of the importance of perceived quality. When purchasing higher-value products, the resources perceived via the interface have a direct impact on the decision to purchase and on customer loyalty.
Originality/value: This paper uses themes and concepts to conceptualize consumer loyalty. Thus, the study innovates by investigating the mediating and moderating effect on the understanding of loyalty in the e-commerce environment in Brazil, contributing to the results of the international literature.
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