Abstract Based on existing literature, this study developed a conceptual model for building e-loyalty, and identified value perception, satisfaction experience, and trust as the key psychological variables affecting e-loyalty, then empirically tested the conceptual model and a series of causal linkages among these variables. The results support the proposed conceptual model and a large part of hypotheses, and highlight some managerial implications for successfully developing and implementing a strategy for e-loyalty.
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Received: 24 January 2007
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