Impact on Online-Store Loyalty From Store Image Under Influences From Consumption Values

Yiping Song, Fudan University, Shanghai, China
Baijun Zhu, Fudan University, Shanghai, China
Three groups of consumers, holding different consumption values towards online-shopping, were identified. Group 1 consists of undecided consumers, who are most possibly influenced by general attribute among different aspects of store image. People in Group 2 are non-frequent buyers, who are least possibly to become loyal. And most of their evaluations on online-shopping are the lowest. Customers in Group 3 are loyal, reporting the highest evaluation on online-shopping. For them, service contributes most to loyalty. For all the three groups, general attribute exhibits the highest contribution to loyalty, while appearance shows the lowest, if any.
[ to cite ]:
Yiping Song and Baijun Zhu (2007) ,"Impact on Online-Store Loyalty From Store Image Under Influences From Consumption Values", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 351-353.