Critical review of the e-loyalty literature: a purchase-centred framework
Electronic Commerce Research
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Advances in information and web technologies have open numerous opportunities for online retailing. The pervasiveness of the Internet coupled with the keenness in competition among online retailers has led to virtual experiential marketing (VEM). This study examines the relationship of five VEM elements on customer browse and purchase intentions and loyalty, and the moderating effects of shopping orientation and Internet experience on these relationships. A survey was conducted of customers who frequently visited two online game stores to play two popular games in Taiwan. The results suggest that of the five VEM elements, three have positive effects on browse intention, and two on purchase intentions. Both browse and purchase intentions have positive effects on customer loyalty. Economic orientation was found to moderate that relationships between the VEM elements and browse and purchase intentions. However, convenience orientation moderated only the relationships between the VEM elements and browse intention.