Web-store image dimensions and online retail customer loyalty: investigating mediators and moderators

Purpose In an era of burgeoning activity in online retail India, the role web-store design is paramount. Web-store elements such as website functionality, brand assortment and product quality are expected to generate customer loyalty. Design/methodology/approach Using data collected from 553 students two universities north present study investigates indirect effect dimensions (through quality) on store loyalty via enjoyment state (flow) satisfaction. Serial mediation has been analysed through PROCESS macro developed by Hayes version 3.0. addition this, moderating gender purchase frequency also investigated. Findings The renders support serial between flow, satisfaction However, path more strongly mediated only. Males experience less flow compared females while handling websites. three-way interaction assortment, statistically significant. Originality/value examines manner which retailers can choose build when they try image using web functionality /or product/brand assortments. offers insights about how focus hedonism versus or both them conjunction enhance This important it relationships Indian scenario witnessing a high rate growth tremendously affect these relationships.