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A New Model for E-Loyalty

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Building on previous researches for e-loyalty and trust with the e-vendor, the research incorporates Web site characteristics on online trust as important elements related to how e-loyalty evolves in Chinese online relationships. Using the data collected in Guangzhou, Shenzhen, Wuhan, Shanghai and Nanjing cities, a new model for e-loyalty is proposed and subsequently tested in Chinese online consumers. This study provides evidence that Chinese online trust is built through (1) familiarity (2) brand assurances with the vendor, (3) a belief that there are safety mechanisms built into the Web site, and (4) by having a convenient navigation and presentation elements, (5) one that is, easy to use. Implications of the research are suggested for academics and practitioners.
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Document Type: Research Article

Publication date: September 1, 2013

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  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
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