Multichannelversuspure e-tailers in Korea: evaluation of online store attributes and their impacts on e-loyalty

Abstract

This study compared customers of multichannel retailers with customers of pure e-tailers in their evaluations of online store attributes and the attributes' impacts on e-loyalty. Analyses on the data of 164 (47.7%) customers of multichannel retailers and 180 (52.3%) customers of pure e-tailers in Korea largely supported our hypotheses. In evaluation of six online store attributes, communication and promotion aspects were evaluated more highly for multichannel retailers than for pure e-tailers. E-loyalty was found to be higher for pure e-tailers than for multichannel retailers. In comparing the impact of online attributes on e-loyalty, this study found invariance by e-tailing structure. Specifically, the impacts of merchandize assortment/information and security/privacy on e-loyalty were significant for both customers of multichannel and pure e-tailers; however, the impacts were higher for multichannel customers for both attributes. Communication and website design impacted e-loyalty for multichannel customers, but not for pure e-tailer customers. Neither order fulfillment nor promotion aspects contributed to e-loyalty in customers of either type of e-tailer. The findings were interpreted by Korean business structure (multichannel and pure e-tailer), and managerial implications were suggested based on the findings.

Engaging consumers on new integrated multichannel retail settings: Challenges for retailers

“…the physical, online and mobile scenario). For these reasons, multichannel retailing occurs as hot research topic as it stresses retailers' ability to integrate different channels for shopping (Jin and Kim, 2010), by identifying the channel choice as a fundamental step for competing (Neslin & Shankar, 2009;Hsieh et al, 2012).…”

Critical success criteria for B2B E-commerce systems in Chinese medical supply chain

“…The majority of the criteria apply to both the selling and the buying functions; however, as demonstrated in Table 1 Jin and Kim, 2010;Fathian et al, 2008;Stefani and Xenos, 2008;Ramanathan, 2012;Ramanathan, 2010;Pramatari et al, 2009;Lai and Yang, 2009;Weathers and Makienko, 2006;Coltman et al, 2007;Sung, 2006;Lee and Kozar, 2006 2 E-commerce systems can provide timely, effective, accurate and detailed information Stefani and Xenos, 2008;Pramatari et al, 2009;Sebora et al 2009;Weathers and Makienko, 2006;Wu et al, 2011;Lee and Kozar, 2006 3 Easy use of the system is secured Jin and Kim, 2010;Stefani and Xenos, 2008;Pramatari et al, 2009;Lai and Yang, 2009;Sebora et al, 2009;Weathers and Makienko, 2006;Sung, 2006;Lee and Kozar, 2006 4 The stability of the system and of the network is secured Sung, 2006;Hu, 2011;Chang and Liu, 2006 5 Trust and confidence have been established between enterprises doing business using the system Jin and Kim, 2010;Stefani and Xenos, 2008;Lee and Rao, 2009;Pramatari et al, 2009;Lai and Yang, 2009;Weathers and Makienko, 2006;Sung, 2006;Lee and Kozar, 2006;…”

“…Reliability and timeliness of the technical support to the system are ensured Fathian et al, 2008;Sebora et al, 2009;Sung, 2006;Lee and Kozar, 2006 16 Cost reduction for communications and business transactions with other related enterprises is secured, compared with doing business offline Jin and Kim, 2010;Lee and Rao, 2009;Sebora et al, 2009;Eikebrokk and Olsen, 2007;Wu et al, 2011;Lee and Kozar, 2006 17 Recognition and acceptance of ecommerce process/application by the Fathian et al, 2008;Stefani and Xenos, 2008;Lee and Rao, 2009;Pramatari et al, 2009;Sebora et al, 2009; relevant selling/buying functions of the supply chain are ensured Sung, 2006;Lee and Kozar, 2006;Wang and Lin, 2009 18 Standardisation of e-commerce system are realised Fathian et al, 2008;Stefani and Xenos, 2008;Sebora et al, 2009 19 Number of business users of the system is large Lee and Kozar, 2006;Jin and Kim, 2010;Lee and Rao, 2009;Pramatari et al, 2009 20 A business relationship is established among the businesses within the supply chain network Jin and Kim, 2010;Fathian, et al, 2008;Lai and Yang, 2009;Wang and Lin, 2009 21 Solid business agreements are established between related enterprises Evans and Wurster, 1999;Cullen and Taylor, 2009 22 Information on the relevant market and products/services is displayed online Jin and Kim, 2010;Stefani and Xenos, 2008;…”

“…Drawing from the earlier research that of Jin and Kim (2010), Cullen andTaylor (2009), Fathian et al (2008), Stefani and Xenos (2008) and Ramanathan (2012), among others, and the selection/findings in a focus group session, Tables 1-1 and 1-2 list the candidate (primary) critical success measuring criteria; these criteria were also used as the survey questionnaire content. The majority of the criteria apply to both the selling and the buying functions; however, as demonstrated in Table 1 Jin and Kim, 2010;Fathian et al, 2008;Stefani and Xenos, 2008;Ramanathan, 2012;Ramanathan, 2010;Pramatari et al, 2009;Lai and Yang, 2009;Weathers and Makienko, 2006;Coltman et al, 2007;Sung, 2006;Lee and Kozar, 2006 2 E-commerce systems can provide timely, effective, accurate and detailed information Stefani and Xenos, 2008;Pramatari et al, 2009;Sebora et al 2009;Weathers and Makienko, 2006;Wu et al, 2011;Lee and Kozar, 2006 3 Easy use of the system is secured Jin and Kim, 2010;Stefani and Xenos, 2008;Pramatari et al, 2009;Lai and Yang, 2009;Sebora et al, 2009;Weathers and Makienko, 2006;Sung, 2006;Lee and Kozar, 2006 4 The stability of the system and of the network is secured Sung, 2006;Hu, 2011;Chang and Liu, 2006 5 Trust and confidence have been established between enterprises doing business using the system Jin and ...…”

Critical review of the e-loyalty literature: a purchase-centred framework

“…Customer e-pleasure, on the contrary, arguably depends on customers' characteristics or computer literacy, as psychological emotions are largely dependent on personal characteristics [27]. Thus, taking into account the associations noted in the literature, Web-ServQual includes website design, assurance, secure communications, usability, shopping process value, website brand, online atmosphere, information quality, and product assortment [137]. Customer e-pleasure includes shopping enjoyment and perceived ease of use.…”