Eastern Academic Forum
نویسنده
چکیده
This research examines the relationships among four dimensions of experiential value (aesthetic, playfulness, service excellence and efficiency), consumer satisfaction, and e-loyalty in an e-shopping setting, along with the moderating role of shopping behavior category. Structural equation model and multiple regression analysis are used to test the hypotheses. The results indicate that extrinsic value has positive effect on consumer satisfaction, but intrinsic value does not. The results also confirm that four dimensions of experiential value and satisfaction significantly affect e-loyalty. Additionally, the moderating effect of type of shopping behavior on relationship between playfulness value and satisfaction is confirmed. The implications of these findings are discussed and directions for future research are also provided finally.
منابع مشابه
Eastern Academic Forum
Contemporary business organizations are increasingly turning their attention to jointly creating value with a variety of stakeholders, such as individual customers and other business organizations. However, a review of the literature reveals that very few studies have systematically examined value co-creation within online group buying. This study reveals that there are different mechanisms und...
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