Merged Structural Equation Model of Online Retailer's Customer Preference and Stickiness
نویسنده
چکیده
Rapid explosion of the number of online retailers as well as online customers has been observed in these past few years. Comparable growth in sellers and buyers means that Internet retailers have to understand how to make customers prefer them to the competitors and make the customers loyal to their stores. Previous structural equation modeling study of customer preference and stickiness in online retail business revealed that some of the aspects that contributed to customer stickiness and customer preference were community involvement, convenience, site’s appeal, entertainment aspect of online shopping and customer satisfaction and that these five factors contributed to customer preference and customer stickiness in similar fashion. The objective of this study was to investigate whether the two models could be merged. The analysis revealed that a merged model with customer stickiness as the indigenous construct could parsimoniously reproduce the pattern of covariation in the measurement model.
منابع مشابه
Modeling Online Retailer Customer Preference and Stickiness: A Mediated Structural Equation Model
These past few years have seen a rapid explosion of the number of online retailers as well as online buyers. Comparable growth in sellers and buyers means that Internet retailers have to understand how to make customers choose them over the competitors and make customers stick to their stores. The objective of this study was to build a model that will show what aspects affect customer preferenc...
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