The Influence of Technology on Internet Brand Loyalty: An Exploratory Study

Acquiring new consumers is an expensive process. More often, profits are generated only during the later stage of serving loyal consumers. An increase in the number of e-businesses results in an urgency to better understand the concept of e-loyalty. This research therefore aims to provide some insights as to how technological aspects, namely Website quality and product/technology innovation, may contribute towards the building and strengthening of a loyal consumer base through the mediating influence of satisfaction. By performing confirmatory factor analysis on a set of survey data, we show that high Website quality and innovative products/services or technologies could reinforce consumer satisfaction, which in turn positively enhances the loyalty to an Internet brand.