The relationship between e-perceived value, e-relationship quality, and e-loyalty

Abstract

In spite of their lack of income, high school students are more likely to make independent purchasing decisions out of parental interference with their consumption patterns. Understanding their online shopping propensity will help expand a new market for Internet shopping malls. The purpose of this study is to analyze the relationship between e-perceived value, e-relationship quality, and e-loyalty, and to suggest implications of the study. The measures of this survey were modified based on the review of previous studies and the hypothesis testing was conducted on 472 high students of Gyeongnam province in South Korea. The structural equation model of AMOS 21.0 was used. The results of the hypothesis testing are as follows. First, e-perceived value has a positive effect on e-satisfaction, e-trust, and e-commitment. Therefore, e-perceived value is confirmed to be a major influence factor of e-relationship quality. Second, e-satisfaction, e-trust, and e-commitment have positive effects on e-loyalty. Therefore, it is confirmed that e-relationship quality is a major influence factor of e-loyalty. The implications and limitations of this study are presented in the conclusion part. ? 2005 ? ongoing JATIT & LLS