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

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.



Citation:

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.

Authors

Yiping Song, Fudan University, Shanghai, China
Baijun Zhu, Fudan University, Shanghai, China



Volume

NA - Advances in Consumer Research Volume 34 | 2007



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