The Influence of Online Shopping Values and Web Atmospheric Cues on E-Loyalty: Mediating Role of E-Satisfaction

• T. Sai Vijay ^[1] ; Sanjeev Prashar ^[2] ; Vinita Sahay ^[2]
  1. [1] Institute of Management Technology

     Institute of Management Technology

     India

     
  2. [2] Indian Institute of Management Raipur
• Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 14, Nº. 1, 2019, págs. 1-15
• Idioma: inglés
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• Resumen

  • An exponential growth in the Indian e-commerce sector has attracted many national and international online retailers. Besides, price and promotional schemes, these e-retailers use website features - informativeness, entertainment and effectiveness of content, to differentiate from other players. This paper attempts to decipher the influence of hedonic and utilitarian shopping values and web atmospheric cues on e-satisfaction. From the survey findings, it is observed that web cues have greater influence in shaping e-satisfaction. Further, within the input variables effectiveness of information content has the largest influence on e-satisfaction. The study also highlights the importance of mediating role of e-satisfaction between shopping values, website features and e-loyalty. The paper suggests select marketing strategies for e-retailers.