Assessment of the effective factors on internet shopping value and customers’ loyalty to electronic shopping (a case study on students of Shiraz University and employees of Telecommunication Company of Fars province)
Journal Title: Journal of Science and today’s world - Year 2018, Vol 7, Issue 3
Abstract
Customer-orientation as the most important competitive advantage of organizations and with a role in success and development of businesses is increased nowadays. Many managers of internet businesses in the electronic era commit a big mistake by focusing on attracting new customers rather than keeping them; however, professional managers of electronic businesses know that loyalty of the customers is an economic necessity. Customers’ loyalty has become more important because of the unique economy of electronic businesses. Attracting new internet customers costs a lot, and profitability won’t be obtained if the customers are not loyal and don’t buy from the website frequently. This article assesses the effect of the quality of different online shopping websites on utilitarian and hedonic shopping values, and the effect of the level of received internet shopping value on satisfaction and repurchases intention of the customers. A structural equation analysis on a sample consisted of 243 cases including two groups with different income statuses (Fars Telecommunication employees and university students) was performed. The results showed that the quality of service and system are the main effective factors on utilitarian shopping value of internet shopping. Quality of service and information are the factors that have a close relationship with hedonic shopping value. These findings show that quality of service plays an important role in increasing the utilitarian and hedonic shopping values. The results also show that the effect of qualitative factors on internet shopping and repurchase intention is different in two groups with different income statuses.
Authors and Affiliations
Maryam Mostafavi khoii
Keywords
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