Building A Integrated Model Of Antecedents Of E-Loyalty

Being different from traditional brick-and-mortar business, e-commerce spends more to acquire customers, and the time period needed to become profitable is much longer. Due to this unique economics of e-commerce, websites have to create a larger customer amount and make profits from repeat visits and exchanges of loyal customers. Generally speaking, customer loyalty is an economic necessity in Internet age.The concept of e-loyalty was proposed at the beginning of 21 century, which gave a punch to managers of e-businesses. Loyalty orientation began to penetrate into the Internet marketing field, and the researches focusing on e-loyalty have been developing correspondingly since then. Compared with the research in western countries, the native research on this subject has not been conducted intensively yet. A critical issue to be solved is the antecedents and consequents of e-loyalty. Considering this situation, this paper intends to extend a panorama to the e-loyalty issue and build an integrated conceptual model of antecedents of e-loyalty.On the basis of reviewing and analyzing comprehensive literatures, the paper proposes an integrated antecedents model of e-loyalty, in which satisfaction and trust are two primary dimensions effecting e-loyalty, meanwhile website perceived quality has a positive relationship with satisfaction. In additional, the paper shows specific antecedents which influence the perceived quality of website. A specialty of this research is that enormous single and scattered moderating factors are integrated into this model, which improves the adaptability of model to the practical application.