A Comparison of Online and Offline Consumer Brand Loyalty
Marketing Science
On the Depth and Dynamics of Online Search Behavior
Management Science
Effect of Brand Associations on Consumer Reactions to Unknown On-Line Brands
International Journal of Electronic Commerce
Characteristics of Consumer Search On-Line: How Much Do We Search?
International Journal of Electronic Commerce
Assurance Seals, On-Line Customer Satisfaction, and Repurchase Intention
International Journal of Electronic Commerce
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This study aims to explain the differences in behavioral loyalty that online retailers enjoy-an issue with high managerial relevance, but not systematically addressed before. Utilizing a generalized Dirichlet model, an empirical analysis based on an online panel reveals that customers generally exhibit high excess behavioral loyalty in online purchases and that the loyalty level an online retailer can expect varies across its operating product/service categories. An online retailer's market share, positioning strategy, concentration of customer spending, number of operating categories, and background are all found to be associated with the level of behavioral loyalty in its customer base.