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The Role of Website Features in Creating Loyalty: The Mediating Effect of Commitment

The Role of Website Features in Creating Loyalty: The Mediating Effect of Commitment

Anil Bilgihan, Anupama Sukhu, Jay Kandampully
Copyright: © 2013 |Volume: 4 |Issue: 3 |Pages: 14
ISSN: 1947-959X|EISSN: 1947-9603|EISBN13: 9781466633834|DOI: 10.4018/ijssmet.2013070103
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MLA

Bilgihan, Anil, et al. "The Role of Website Features in Creating Loyalty: The Mediating Effect of Commitment." IJSSMET vol.4, no.3 2013: pp.37-50. http://doi.org/10.4018/ijssmet.2013070103

APA

Bilgihan, A., Sukhu, A., & Kandampully, J. (2013). The Role of Website Features in Creating Loyalty: The Mediating Effect of Commitment. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 4(3), 37-50. http://doi.org/10.4018/ijssmet.2013070103

Chicago

Bilgihan, Anil, Anupama Sukhu, and Jay Kandampully. "The Role of Website Features in Creating Loyalty: The Mediating Effect of Commitment," International Journal of Service Science, Management, Engineering, and Technology (IJSSMET) 4, no.3: 37-50. http://doi.org/10.4018/ijssmet.2013070103

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Abstract

This study integrates shopping value dimensions and consumers’ commitment to a theoretical model to understand consumer loyalty to e-shopping. E-commerce is established as an efficient sales platform for travel and hospitality vendors. However, extant literature found that it is difficult to attract new customers and retain existing customers in e-commerce. This paper investigates the antecedents of customer loyalty in e-commerce. An online survey with (n=520) was conducted with randomly selected US consumers. A structural equation model reveals that hedonic and utilitarian shopping values determine affective and calculative commitment of e-shoppers which in turn influence consumers’ loyalty towards e-shopping. This study contributes to the present literature and provides important implication towards e-tailers and website developers. It is important to fulfill e-shoppers’ hedonic and utilitarian needs to gain e-loyalty. Web based hospitality service offerings should provide a convenient and pleasing online environment to gain consumer e-loyalty.

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