Factors influencing satisfaction and loyalty in online shopping: an integrated model

The shopping experiences of users of the major shopping websites of Taiwan are investigated to explore how internet customer satisfaction and loyalty can be associated with each other and how they are affected by these dynamics.

Abstract

Purpose Taking into consideration external (technology acceptance factors, website service quality) as well as internal (specific holdup cost) factors, this paper aims to explore how internet customer satisfaction and loyalty can be associated with each other and how they are affected by these dynamics. Design/methodology/approach This study adopts structural equation modelling (SEM) as the main analytical tool. It investigates the shopping experiences of users of the major shopping websites of Taiwan. Findings The research results point to the following: first, customer e‐satisfaction will positively influence customer e‐loyalty directly; second, technology acceptance factors will positively influence customer e‐satisfaction and e‐loyalty directly; third, website service quality can positively influence customer e‐satisfaction and e‐loyalty directly; and fourth, specific holdup cost can positively influence customer e‐loyalty directly, but cannot positively influence customer e‐satisfaction directly. Originality/value This paper draws on the research results for implications for shopping website management and design, then suggests some ways to enhance performance for the website shopping industry.