ALLANA MANAGEMENT JOURNAL OF RESEARCH, PUNE - Volume 7, Issue 1, January 2017 - June 2017
Pages: 19-24
Date of Publication: 30-Jun-2017
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A STUDY OF CUSTOMER LOYALTY AND ITS IMPACT ON PURCHASE INTENTION IN ONLINE SHOPPING
Author: Mr. Vijay Ganpat Dhamore
Category: Marketing Management
Abstract:
Shared co-creation discusses to the process of using social media as a vehicle to carry out customer co-creation engagements. By allowing many customers to contribute to a specific co-creation initiative, social media makes co-creation platforms more competent.
THE PURPOSE OF THIS PAPER IS TO EXAMINE
First if the usability and evidence quality, visual appeal and image, interactivity, and web innovativeness, as perceived website quality dimensions, were related to value equity; second, whether value parity was related to assurance and repurchase loyalty to social co-creation; and third, the regulating effects of visual gratitude and fashion opinion leadership.
DESIGN/METHODOLOGY/APPROACH
A theoretical model has been proposed and subjected to empirical verification with the use of a survey. The theoretical foundation was proposed by researcher based on earlier models developed by Herbst et al..(2012), Vivek et al. (2012), Fraering et al. (201 3), SPSS was employed to test the proposed model and research hypotheses. This study examines the effect of key demographics (namely age, gender, income, and racial group) on the association between perceived risk and purchase intention of consumers to buy these products.
FINDINGS
Analysis of questionnaire responses of 203 customers of MBA students who purchased books online indicated that satisfaction, cognition and loyalty are positively related.
ORIGINALITY/VALUE
This proposed model may provide useful insights for book e-retailers to use in order to differentiate their e-strategies and develop successful social co-creation websites. Furthermore, the proposed strategies will enable book e-retailers to fulfil customers' increasing demand for more cooperative and online social shopping skills that utilize the customer's own creativity.
KEYWORDS
Social media, Loyalty, Commitment, Web site quality, e-retailer.
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