Factors driving consumer loyalty intention towards e-tailers: An integrated model

Online shopping has emerged as one of the most important e-commerce applications in recent years. However, there is limited empirical research which has examined factors driving Indian consumers’ loyalty intention towards e-tailers. Thus, this study proposed and tested a model that examines the effect of perceived website quality, security and privacy policy, shared value, and perceived e-tailer reputation on online consumer’s trust, perceived risk, satisfaction, and loyalty intention in India. Data were collected from Indian online consumers and analysed using structural equation modelling. The results showed that perceived website quality has a strong positive effect on customer satisfaction. Data further demonstrate that security and privacy policy, and perceived e-tailer reputation directly influence e-trust. Online shopper’s previous satisfaction with an e-tailer also builds e-trust and thus, decreases perceived risk. When a consumer is more satisfied with an e-tailer and has stronger trust on the same, this will lead to higher loyalty intention towards the e-tailer. These findings have interesting implications for website designers and online retailers. Finally, we discuss some limitations of our study and directions for future research.