Predicting customer behavior in the market-space: a study of Rayport and Sviokla's framework

The rapidly evolving phenomenon of the World Wide Web and the creation of a new international arena for electronic commerce have expanded the possibilities for the marketing of products and services. The role played by customer behavior in the market-space is still not entirely understood and calls for investigations into the signi®cance of customer attitudes and loyalty. In this article, a model is developed; it examines the signi®cance of content, context, and infrastructure in determining customer loyalty. An empirical study involving 145 subjects was conducted to test this model and to gain a better understanding of the relationship between customer belief about a Web site (speci®cally, an e-publishing site) and customer behavior (such as attitudes toward brand and customer loyalty). The results indicate that customer attitude is in¯uenced by belief about brand equity (value), which is affected by the content, context, and infrastructure. Customer loyalty is determined by attitude and belief about the context in which the products or services are offered. These ®ndings provide a better understanding of customer behavior associated with Web sites in the market-space, also con®rm the proposition of Rayport and Sviokla that`customer loyalty is developed at the context level'.