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Customer loyalty development in online shopping: An integration of e-service quality model and commitment-trust theory

机译：在线购物中的客户忠诚发展：融合电子服务质量模型和承诺信任理论

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The aim of this study is to explore the determinants of cognitive loyalty in an online shopping envi-ronment. The study established a theoretical model by incorporating both e-service quality model and commitment-trust theory. A total of 937 responses were collected form Indian online shoppers by using the mail survey method. We assessed measurement model and structural model by using SPSS and AMOS. Study outcomes confirm that customer satisfaction, e-trust, commitment, and cognitive loyalty were strongly influenced by e-service quality and perceived value. Further, satisfaction had direct and positive influence on both e-trust and commitment but not on cognitive loyalty. E-trust had a positive impact on e-commitment and cognitive loyalty. Lastly e-commitment had a positive influence on cognitive loyalty. Based on the existing literature, there was a dearth of theo-retical understanding of cognitive loyalty in an emerging economy perspective. Thus, the current study accomplished the critical theoretical gap by encompassing previous investigations. We examined the phenomenon of customer loyalty by integrating e-service quality model and commitment-trust theory in business to consumer e-commerce environment while considering e-satisfaction as a mediator, highlighting the originality and contribution of the current research to the online consumer loyalty literature.
机译：本研究的目的是探讨在线购物环境中的认知忠诚度的决定因素。该研究通过纳入电子服务质量模型和承诺信任理论建立了理论模型。通过使用邮件调查方法将共收集937个响应，在印度的在线购物者中。我们通过使用SPSS和AMOS评估测量模型和结构模型。研究结果证实，客户满意度，电子信任，承诺和认知忠诚度受到电子服务质量和感知价值的强烈影响。此外，满意度对电子信任和承诺的直接和积极的影响，但不对认知忠诚度。电子信任对电子承诺和认知忠诚度产生了积极影响。最后的电子承诺对认知忠诚度产生了积极的影响。基于现有文学，在新兴经济角度看着对认知忠诚度的神秘理解。因此，目前通过涵盖先前的研究来完成关键理论差距。我们通过企业对消费者的电子商务环境中集成电子服务质量模型，并承诺信托理论研究客户忠诚度的现象，同时考虑电子的满意度作为调解人，突出原创性和目前的研究的贡献，在线消费者忠诚度文学。

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