An Integrated Online Customer Loyalty Model 集成的在线客户忠诚度模型.pdfVIP

An Integrated Online Customer Loyalty Model Christine Tam Tsui Wa Department of Business Studies, The Hong Kong Polytechnic University, Hung Hom, Kolwoon, Hong Kong Telephone : (852) 2766-7362; Fax: (852) 2765-0611; E-mail: christine.TAM@.hk Acknowledgement: The author takes this opportunity to express appreciation to Dr. Thomas Leung for suggestions and the financial support from the Hong Kong Polytechnic University. ABSTRACT Investigations have been conducted to examine various constructs influencing customer loyalty over the Internet, such as ease of use (Dabholkar, 1996; Hoffman and Novak, 1996), usefulness (Davies et al. 1989; Igbaria et al., 1996; Philips et al., 1997) and enjoyment (Igbaria, Schiffman, and Wiechowski, 1995; Igbaria et al., 1996). However, there is no research to date to integrate these constructs to evaluate the relative impacts on online customer loyalty (Chen, 1999; Venkatesh and Davies, 1996). Thus, this study aims to fulfill this gap in he t literature by proposing an integrated model to see how these constructs contribute to online customer loyalty. INTRODUCTION Numerous studies, both industry-based and academic, have been conducted in the interest of developing a better understanding of the relationships among quality, satisfaction, and loyalty. Very few studies, however, have examined this full set of variables simultaneously. Moreover, the business -to-consumer encounters are increasingly taking place in technology-mediated settings in a global environment (Meuter et al., 2000), but an in