Antecedents and consequences of online buying behavior: a mediation study

Abstract

PurposeThe study is aimed to identify the determinants of online buying behavior and their associations with the consequences of online buying behavior. The study adopted an e-loyalty framework and investigated causal links among functionality, usability, trust, commitment and loyalty. In addition, the study also attempted to investigate the mediating role of trust and commitment between online buying determinants and online purchasing outcomes. The demographic variables of age, gender and income are used as control variables.Design/methodology/approachAn online questionnaire survey was conducted on Internet users by adopting purposive sampling technique. Confirmatory factor analysis (CFA) was employed for measurement development, SEM was used for testing causal links, and percentile bootstrap with 95% confidence interval was used for mediation analysis.FindingsSignificant positive relationships were found among functionality, usability, trust, commitment and loyalty. Trust was found to fully mediate the effect of functionality and usability on loyalty. It was also found that commitment fully mediates the effect of functionality on loyalty.Research limitations/implicationsHowever, caution is advised while generalizing results of this study. The study was conducted on online retailing only. The authors recommend future studies to extend the research in other e-commerce sectors and also to perform a comparative study between online and offline retailing.Practical implicationsThis study provides some practical implications to website developers in designing a web page that caters the functionality and usability aspects in understanding e-loyalty formation process so that appropriate marketing strategies and tactics can be established to accommodate customized loyalty of each customer.Originality/valueThe study demonstrates the customer loyalty formation process in online retailing. Scanty literature has witnessed mediating role of trust and commitment in the relationships among functionality, usability and loyalty along with age, gender and monthly family income as controls in Indian sub-continent.

The Role of Perceived Usefulness and Perceived Ease-of-Use toward Satisfaction and Trust which Influence Computer Consumers’ Loyalty in China

“…Further research conducted by Doney and Cannon (1997) and Hsu (2007) strengthened these findings, in which customer loyalty was revealed to be positively affected by trust. Several studies conducted by Jin et al, (2008), Chu (2009), Guenzi et al, (2009), Nguyen et al, (2013), Garepasha et al, (2021) and Bhat et al, (2021) also found that trust had a positive impact on customer loyalty. Similar to the concept of satisfaction, the relationship between trust and loyalty has also become one of the most discussed and popular topics within the realm of marketing research, as it will always be interesting to thoroughly understand how consumers' levels of trust toward a company could eventually affect their loyalty toward the company itself.…”

“…Customer loyalty could be defined as the consumers' tendencies and commitments to make another purchasing activity from the same company in the future (Oliver, 1997;Ehigie, 2006;Wilson, 2018). Customer loyalty has long been believed by many people to be an important factor in determining a company's success, not only from the financial perspective, but also in the overall man-ner (Mittal and Lassar, 1998;Duncan and Elliot, 2002;Yap et al, 2012;Wilson et al, 2021;Bhat et al, 2021). Therefore, keeping and retaining customers so that they will not "move away" from the company is an important strategy which every company should do, in order to outperformed their competitors.…”

Understanding the Impact of Situational Factors on Green Purchase Intention in Retailing: A Study of Young Consumers

“…Several researchers while applying TPB have identified various factors that influence consumers' sustainable consumption behaviour and classified these factors into individual-related factors and situational factors [34,14,35,15]. Factors linked to a consumer as an individual include environmental attitude, environmental consciousness, environmental knowledge, green purchasing, recycling behaviour and money availability [36,37] while, situational factors contain innovation, green marketing/ advertising, trust in eco-labelled brands, marketing capabilities, accessibility and availability of ecofriendly brands [38,14,16,39]. Although rigorous efforts have been made to understand consumers' disposition toward environmentally friendly products based of psychological and behavioural determinants [40] however, very few research studies have considered understanding the role of physical attributes such as the preference for retail stores and mode of transportation in securing green purchase intention.…”

“…Due to the COVID-19 outbreak, an online questionnaire survey method was adopted to collect data for the current study [73]. The online survey is considered an effective and acceptable mode for the collection of data [36]. The questionnaire consisted of two sectionssection I captured information related to demographic characteristics viz.…”

“…Itemized sampling criteria were adopted for sample size determination, which lays that minimum 10 respondents for each item are required to test the hypothesis [74,36]. Based on the above-mentioned criteria, the sample size of 70 is sufficient as the research instrument consisted of 07 items for two continuous variables.…”