Modelling the complexity of e-loyalty: the role of e-value, e-trust, e-satisfaction and e-commitment

The increasing competition in electronic commerce pushes e-stores to increase their efforts to keep their online customers loyal. Yet the interplay of factors driving customer loyalty in the online environment is complex and poorly understood. This paper describes a theoretical model of the four main antecedents of e-loyalty e-trust, e-value, e-satisfaction and e-commitment. Ten hypotheses were developed for empirical testing on a sample of 391 online customers in Indonesia. The results indicate that e-loyalty was significantly influenced by all four factors, whereby e-satisfaction had a stronger impact than e-value, e-commitment and e-trust. The theoretical and managerial implications are discussed.