| Online shopping has become increasingly popular with sales of ;In addition, while most studies relating to online retail focus on younger users because they are first to adopt technology, online shopping behavior of the baby boomers is not well understood. This study attempts to provide an update and further extends consumer behavior literature by simultaneously examining factors that influence consumer loyalty in the online environment specific to the baby boomer cohort. Thus, the purpose of the study is to propose and empirically examine an integrative model of consumer loyalty within an apparel online shopping context with baby boomer online users. Specifically, the study seeks to 1) examine the associations between website quality dimensions and overall perceived website quality; 2) examine the relationship among overall perceived website quality, consumer satisfaction, and trust; and 3) examine the associations between consumer satisfaction, trust, and consumer loyalty. The study's conceptual framework is derived from four different research streams; website quality (Wolfinbarger & Gilly, 2003), satisfaction (Oliver, 1981), trust (McKnight, Choudhury, & Kacmar, 2002), and loyalty (Dholakia & Zhao, 2010).;Data were collected via a self-administered questionnaire from an online panel called Amazon Mechanical Turk (mturk.com), which consists of panel members who agree to complete human intelligence tasks (HIT) that are requested by requestor. The survey was comprised of two qualifying questions indicating that those who participated in the final survey were a baby boomer and had purchased apparel online in the past six months. The study's final sample consisted of 169 responses. The majority of participants were female (73%), employed full-time (56%), and had an annual household income of ;Results revealed that system quality dimensions (web appearance and interactivity) did not positively impact overall perceived website quality. The information quality dimension of informativeness did positively impact overall perceived website quality but information quality dimension of security did not positively impact overall perceived website quality. Service quality dimension of fulfillment did not positively impact overall perceived website quality but service quality dimension of responsiveness did positively impact overall perceived website quality.;In addition, results also showed that overall perceived website quality positively impacts trust, which in turn, influences loyalty in terms of WOM, repatronage intentions, and share of wallet. Furthermore, overall perceived website quality was found to positively influence satisfaction, but satisfaction was not found to positively influence trust. However, we only found that satisfaction positively influenced WOM and share of wallet but not repatronage intentions. Theoretical and managerial implications are provided. Limitations and future research directions are addressed. |
