Website loyalty: an empirical investigation of its antecedents
by Sertan Kabadayi, Reetika Gupta
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 2, No. 4, 2005

Abstract: Recently, the notion of loyalty has become an important construct within the e-business framework because of customers' easy switching behaviour on the web. Despite the increasing importance of website loyalty, substantive research employing this construct has been constrained by various factors. In this paper, a model where individuals' website loyalty is conceptualised by both their willingness to return to a website (revisit), and their desire to spend a longer time at a website (stickiness) is presented. In this model the relationships between website trust, satisfaction, flow, and loyalty is examined. Further, the antecedents of website trust, satisfaction and flow in online environment are investigated. The proposed model is tested by two different studies. The findings support the proposed relationships in the model. Managerial implications are also discussed.

Online publication date: Wed, 16-Nov-2005

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