A New Model for E-Loyalty
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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