Building loyalty in e-commerce: does consumer income matter?
by Viviane Moura Rocha Ferreira; Juracy Parente; Mateus Canniatti Ponchio; Felipe Zambaldi
International Journal of Business and Systems Research (IJBSR), Vol. 14, No. 1, 2020

Abstract: In emerging markets, the rapid expansion of online retailing is mainly driven by new adopters from lower-income consumer segments. However, little is known about the behaviour of this group in online retail. This study evaluates the relationships between e-loyalty, e-satisfaction, e-trust and e-quality, paying particular attention to the moderating role of consumer income. Data were collected from a sample of 1,020 Brazilian consumers via a web survey and were analysed using structural equation modelling (SEM). Among the main results, this study finds that consumers from the higher-income group pay more attention to the quality of website information, while consumers from the lower-income group emphasise the importance of fulfilment. E-satisfaction is more important than e-trust in determining e-loyalty and these relationships are moderated by income. Online retailers should pay special attention to tailoring their promotional efforts to foster consumer loyalty according to different consumer income groups.

Online publication date:: Fri, 20-Dec-2019

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