Merged Structural Equation Model of Online Retailer's Customer Preference and Stickiness

: Rapid explosion of the number of online retailers as well as online customers has been observed in these past few years. Comparable growth in sellers and buyers means that Internet retailers have to understand how to make customers prefer them to the competitors and make the customers loyal to their stores. Previous structural equation modeling study of customer preference and stickiness in online retail business revealed that some of the aspects that contributed to customer stickiness and customer preference were community involvement, convenience, site's appeal, entertainment aspect of online shopping and customer satisfaction and that these five factors contributed to customer preference and customer stickiness in similar fashion. The objective of this study was to investigate whether the two models could be merged. The analysis revealed that a merged model with customer stickiness as the indigenous construct could parsimoniously reproduce the pattern of covariation in the me...

• Type: Conference
• Year: 2000
• Where: WEBNET
• Authors: Sri Hastuti Kurniawan
• Keywords: Customer, Customer Preference, Customer Stickiness, WEBNET 2000, WEBNET 2001