E-Loyalty

This study revealed that e-security, e-service quality, perceived e-value, e-satisfaction, e-trust, and e-commitment directly and indirectly influence e-loyalty. In a developing country from 14 hypotheses there were 11 hypotheses were supported (three of them were not supported). Meanwhile in a developed country there were 10 hypotheses that were supported and four of them were not supported. This study also found that e-security was a distinct independent factor that significantly influenced e-service quality in both developing and developed countries. Apart from the 14 proposed hypotheses, the model revealed a significant relationship between e-security and perceived e-value in Indonesia as a developing country. However, there was no evidence of a significant relationship between these factors in a developed country (Australia). A multi-group analysis of the e-loyalty model indicated that the interrelationship between the constructs influencing e-loyalty differed between developing and developed countries. This finding supported a research hypothesis and identified the differences in online customer behavior between customers in developing and developed country.

Autorentext

Ponirin is a lecturer in Department of Management at Economics Faculty, Tadulako University, Palu, Indonesia. His main research interest are online consumer behaviour, online and mobile marketing, social media and marketing.