Building loyalty in e-commerce: does consumer income matter? Online publication date: Fri, 20-Dec-2019
by Viviane Moura Rocha Ferreira; Juracy Parente; Mateus Canniatti Ponchio; Felipe Zambaldi
International Journal of Business and Systems Research (IJBSR), Vol. 14, No. 1, 2020
Abstract: In emerging markets, the rapid expansion of online retailing is mainly driven by new adopters from lower-income consumer segments. However, little is known about the behaviour of this group in online retail. This study evaluates the relationships between e-loyalty, e-satisfaction, e-trust and e-quality, paying particular attention to the moderating role of consumer income. Data were collected from a sample of 1,020 Brazilian consumers via a web survey and were analysed using structural equation modelling (SEM). Among the main results, this study finds that consumers from the higher-income group pay more attention to the quality of website information, while consumers from the lower-income group emphasise the importance of fulfilment. E-satisfaction is more important than e-trust in determining e-loyalty and these relationships are moderated by income. Online retailers should pay special attention to tailoring their promotional efforts to foster consumer loyalty according to different consumer income groups.
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