19A Does Online Shopping Increase Customer Loyalty? the Role of Uncertainty Avoidance

This research investigates the joint effects of uncertainty avoidance and on online (vs. offline) shopping on customer loyalty. By measuring and manipulating uncertainty avoidance, we found convergent evidence of this joint effect. Possible mediators and moderator are discussed.



Citation:

Bingxuan Guo and Yinlong Zhang (2019) ,"19A Does Online Shopping Increase Customer Loyalty? the Role of Uncertainty Avoidance", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 972-972.

Authors

Bingxuan Guo, University of Texas at San Antonio, USA
Yinlong Zhang, University of Texas at San Antonio, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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