Examining the antecedents and consequences of e-loyalty in the context to apparel among female shoppers in India Online publication date: Wed, 18-Jan-2023
by Shabnam Gulati; Lokesh Jasrai; Gursimranjit Singh
International Journal of Sustainable Society (IJSSOC), Vol. 15, No. 1, 2023
Abstract: The purpose of this study is to identify antecedents and consequences of e-loyalty in the context to apparel among female shoppers in India. Moreover, the study adopts e-loyalty framework for validating the relationships among the model's elements involving antecedents of e-loyalty. Questionnaire survey was conducted by adopting multi stage sampling technique from 1,200 female online shoppers. Partial least squares (PLS) is used to analyse the measurement and structural model. The result revealed that e-reputation has a positive and significant relationship with e-loyalty but e-service quality does not hold the relationship with e-loyalty. Furthermore, e-loyalty has an impact on repurchase intention and is one of the consequences of e-loyalty. The study has far reaching significance as it suggests a new approach towards understanding and identifying the antecedents and consequences of e-loyalty in context to female shoppers in India.
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