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What Makes People Visit Internet Stores Again? Customer Loyalty for Purchase Involvements for Electronic Commerce

Author

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  • Jinwoo Kim

    (Department of Business, Yonsei University, Seoul, 120–749, Korea  jinwoo@yonsei.ac.kr)

  • Jungwon Lee

    (Department of Business, Yonsei University, Seoul, 120–749, Korea)

  • Jae Yun Moon

    (Department of Business, Yonsei University, Seoul, 120–749, Korea)

Abstract

Retaining customer loyalty is crucial in electronic commerce because the value of an Internet store is largely determined by the number of its loyal customers. This paper proposes a multi-phased model of customer loyalty for Internet shopping, which takes the characteristics of the Internet and cyber shopping into consideration. In order to validate the model, we conducted a web-based survey of the customers of various Internet stores, and the data was processed using structural equation modeling analysis. The results indicate that several factors can effectively increase customer loyalty towards an Internet store and that the relative importance of the identified factors varies according to the level of involvement with the product purchased through the store. We suggest several managerial implications in developing Internet stores for higher customer loyalty based on these results.

Suggested Citation

  • Jinwoo Kim & Jungwon Lee & Jae Yun Moon, 2001. "What Makes People Visit Internet Stores Again? Customer Loyalty for Purchase Involvements for Electronic Commerce," Vision, , vol. 5(1_suppl), pages 14-23, January.
    • Handle: RePEc:sae:vision:v:5:y:2001:i:1_suppl:p:14-23
    DOI: 10.1177/09722629010050S103
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    References listed on IDEAS

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    2. J. Yannis Bakos, 1997. "Reducing Buyer Search Costs: Implications for Electronic Marketplaces," Management Science, INFORMS, vol. 43(12), pages 1676-1692, December.
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