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

Author

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  • Anil Bilgihan

    (College of Business, Florida Atlantic University, Boca Raton, FL, USA)

  • Anupama Sukhu

    (Department of Consumer Sciences, The Ohio State University, Columbus, OH, USA)

  • Jay Kandampully

    (Department of Consumer Sciences, The Ohio State University, Columbus, OH, USA)

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.

Suggested Citation

  • Anil Bilgihan & Anupama Sukhu & Jay Kandampully, 2013. "The Role of Website Features in Creating Loyalty: The Mediating Effect of Commitment," International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), IGI Global, vol. 4(3), pages 37-50, July.
    • Handle: RePEc:igg:jssmet:v:4:y:2013:i:3:p:37-50
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    Cited by:

    1. Carmen Adina Paștiu & Ionica Oncioiu & Daniel Adrian Gârdan & Silvia Ștefania Maican & Iuliana Petronela Gârdan & Andreea Cipriana Muntean, 2020. "The Perspective of E-Business Sustainability and Website Accessibility of Online Stores," Sustainability, MDPI, vol. 12(22), pages 1-16, November.
    2. Nadezhda Dimova, 2021. "Opportunities for sustainability in online stores," Economic Thought journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 3, pages 66-76.

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