Abstract
This study investigates the factors that affect e-loyalty in e-commerce websites. The e-loyalty model proposed in this study is based on DeLone and McLean’s IS Success Model. E-loyalty is explained using three independent factors (information quality, system quality, and service quality), and two mediating factors (trust and customer satisfaction). The proposed model was tested with Thai and Taiwanese samples using Structural Equation Modeling (SEM) data analysis. The study yielded different results when Thai and Taiwanese samples were tested using SEM multi-group moderation data analysis. This study incorporated the concepts of national identity (NATID) and Hofstede’s five cultural dimensions to better explain cultural differences between the two countries and how culture can affect the e-commerce environment.
Similar content being viewed by others
References
Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20(2), 123–138.
Brown, I., & Jayakody, R. (2008). B2C e-commerce success: A test and validation of a revised conceptual model. Electronic Journal Information Systems Evaluation, 11(3), 167–184.
Carlson, J., & Sinnappan, S. A framework for modelling the determinants of e-loyalty in business-to-consumer internet commerce. In 14th Australasian Conference on Information Systems, Perth, Australia, 2003 pp. Paper 31.
Chang, H. H., & Chen, S. W. (2008). The impact of customer interface quality, satisfaction and switching costs on e-loyalty: Internet experience as a moderator. Computers in Human Behavior, 24(6), 2927–2944.
Chang, H. H., & Chen, S. W. (2009). Consumer perception of interface quality, security, and loyalty in electronic commerce. Information and Management, 46(7), 411–417.
Chen, J. V., Rungruengsamrit, D., Rajkumar, T. M., & Yen, D. C. (2013). Success of electronic commerce websites: A comparative study in two countries. Information and Management, 50, 344–355.
Cyr, D. (2008). Modeling website design across cultures: Relationships to trust, satisfaction, and e-loyalty. Journal of Management Information Systems, 24(4), 47–72.
Cyr, D., Bonanni, C., Bowes, J., & Ilsever, J. (2005). Beyond trust: Web site design preferences across cultures. Journal of Global Information Management, 13(4), 25–54.
DeLone, W. H., & McLean, E. R. (2003). The DeLone and McLean model of information systems success: A ten-year update. Journal of Management Information Systems, 19(4), 9–30.
DeLone, W. H., & McLean, E. R. (2004). Measuring e-commerce success: Applying the DeLone & McLean information systems success model. International Journal of Electronic Commerce, 9(1), 31–47.
Devaraj, S., Fan, M., & Kohli, R. (2002). Antecedents of B2C channel satisfaction and preference: Validating e-commerce metrics. Information Systems Research, 13(3), 316–333.
Fan, X., Thompsonb, B., & Wang, L. (1999). Effects of sample size, estimation methods, and model specification on structural equation modeling fit indexes. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 56–83.
Flavian, C., Guinaliu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction, and consumer trust on website loyalty. Information & Management, 43(1), 1–14.
Gao, Y., & Koufaris, M. (2006). Perceptual antecedents of user attitude in electronic commerce. Journal of Advances in Information Systems, 37(2&3), 42–50.
Gefen, D. (2002). Customer loyalty in e-commerce. Journal of Association for Information Systems, 3, 27–51.
Gefen, D., & Heart, T. (2006). On the need to include national culture as a central issue in e-commerce trust beliefs. Journal of Global Information Management, 14(4), 1–30.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and Tam in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90.
Hair, J. F., Black, B., Babin, B., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis. New Jersey: Prentice-Hall.
Hofstede, G. (1983). The dimensions of national cultures in fifty countries and three regions. In J. B. Deregowski, S. Daiurawiec, & R. C. Annis (Eds.), Explications in cross-cultural psychology. Lisse: Sweets and Zeitlinger.
Hofstede, G. (1991). Cultural and organizations: Software of the mind. London: McGraw-Hill.
Hofstede, G. (1994). Values survey module 1994 questionnaire (VSM94). University of Limburg, Maastricht, The Netherlands: Institute for Research on Intercultural Cooperation.
Hsieh, H. C. L., Chen, C.-H., & Hong, S. D. Incorporating culture in website design: A comparison of taiwanese and australian website characteristics. In P. Rau (Ed.), 5th International Conference, Cross-Cultural Design 2013, Las Vegas, NV, USA, 2013 pp. 393–403.
Hwang, A. (2012). Taiwan market: 2012 e-commerce trade value over NT$660 billion, says III.
Kamis, A., Stern, T., & Ladik, D. M. (2010). A flow-based model of web site intentions when users customize products in business-to-consumer electronic commerce. Information Systems Frontier, 12(2), 157–168.
Kassim, N. M., & Ismail, S. (2009). Investigating the complex drivers of loyalty in e-commerce settings. Journal of Measuring Business Excellence, 13(1), 56–71.
Keillor, B. D., Hult, G. T. M., Erffmeyer, R. C., & Babakus, E. (1996). NATID: The development and application of a national identity measure for use in international marketing. Journal of International Marketing, 4(2), 57–73.
Kim, H.-W., Xu, Y., & Koh, J. (2004). A comparison of online trust building factors between potential customers and repeat customers. Journal of Association for Information Systems, 5(10), 392–420.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2009). Trust and satisfaction, two stepping stones for successful e-commerce relationships: A longitudinal exploration. Information Systems Research, 20(2), 237–257.
Kline, R. B. (1998). Principles and practice of structual equation modeling. New York: Guilford Press.
Kuan, H. H., Bock, G.-W., & Vathanophas, V. Comparing the effects of usability on customer: Conversion and retention at e-commerce websites. In Proceedings of the 38th Hawaii International Conference on System Sciences, 2005 pp. 9.
Kuo, Y.-F., & Wu, C. M. (2012). Satisfaction and post-purchase intentions with service recovery of online shopping websites: Perspectives on perceived justice and emotions. International Journal of Information Management, 32, 127–138.
Lai, J. Y., Ulhas, K. R., & Lin, J.-D. (2012). Assesing and managing e-commerce service convenience. Information Systems Frontier, Published Online. doi:10.1007/s10796-012-9344-2.
Lee, J., Lee, J.-N., & Yan, B. C. Y. (2012). Antecedents of cognitive trust and affective distrust and their mediating roles in building costumer loyalty. Information Systems Frontier, Published Online. doi:10.1007/s10796-012-9392-7.
Leidner, D., & Kayworth, T. (2006). A review of culture in information systems research: Toward a theory of information technology culture conflict. MIS Quarterly, 30(2), 357–399.
MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in organizational research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903.
McKnight, H. D., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: A trust building model. Journal of Strategic Information Systems, 11, 297–323.
Miller, B. (2004). Building e-loyalty of lodging brands: Avoiding brand erosion. Journal of Travel and Tourism Marketing, 17(2/3), 133–142.
Molla, A., & Licker, P. S. (2001). Commerce systems success: An attemp to extend and respecify the DeLone and McLean model of IS success. Journal of Electronic Commerce Research, 2(4), 131–141.
Oua, C. X., & Siab, C. L. Customer loyalty strategy in the internet era. In 7th Pacific Asia Conference on Information Systems, Perth, Australia, 2003 pp. 1734–1744.
Petter, S., DeLone, W., & McLean, E. (2008). Measuring information systems success: Models, dimensions, measures, and interrelationships. European Journal of Information Systems, 17, 236–263.
Petter, S., DeLone, W., & McLean, E. R. (2013). Information systems success: The quest for the independent variables. Journal of Management Information Systems, 29(4), 7–61.
Phau, I., & Chan, K. (2003). Targeting East Asian markets: A comparative study on national identity. Journal of Targeting, Measurement and Analysis for Marketing, 12(2), 157–172.
Reichheld, F. F., & Schefter, P. (2000). E-loyalty: Your secret weapon on the web. Harvard Business Review, 78(4), 105–113.
Reinecke, K., & Bernstein, A. (2013). Knowing what a user likes: A design science approach to interfaces that automatically adapt to culture. MIS Quarterly, 37(2), 427–453.
Riel, A. C. R. V., Lemmink, J., Streukens, S., & Liljander, V. (2004). Boost customer loyalty with online support: The case of mobile telecoms providers. International Journal of Internet Marketing and Advertising, 1(1), 4–23.
Sigala, M., & Sakellaridis, O. (2004). Web users’ cultural profiles and e-service quality: Internationalization implications for tourism web sites. Journal of Information Technology and Tourism, 7(1), 13–22.
Singh, N., & Matsuo, H. (2004). Measuring cultural adaptation on the Web: A study of US and Japanese websites. Journal of Business Research, 57, 864–872.
Srinivasana, S. S., Andersona, R., & Ponnavolub, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41–50.
Statistics, I. W. (2012). Internet World Statistics
Steenkamp, J. B. E. M., & Geyskens, I. (2006). How country characteristics affect the perceived value of websites. Journal of Marketing, 136–150.
Toufaily, E., Ricard, L., & Perrien, J. (2013). Customer loyalty to a commercial website: Descriptive meta-analysis of the empirical literature and proposal of an integrative model. Journal of Business Research, 66, 1436–1447.
Tsai, W. T. (2009). The culture differences on web design: a study of Taiwan’s and United States’ websites. Iowa: Iowa State University.
van Riel, A. C. R., Liljande, V., & Streukens, S. (2004). Comfort your online customer: Quality, trust and loyalty on the internet. Managing Service Quality, 14(6), 446–456.
Wang, Y.-S. (2008). Assessing e-commerce system success: A respecification and validation of the DeLone and McLean model of IS success. Information System Journal, 2008(18), 529–557.
Yoon, C. (2009). The effects of national culture values on consumer acceptance of e-commerce online shoppers in china. Information, 46, 294–301.
Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: What we know and what we need to learn. JournaI of the Academy of Marketing Science, 28(1), 67–85.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Chen, J.V., Yen, D.C., Pornpriphet, W. et al. E-commerce web site loyalty: A cross cultural comparison. Inf Syst Front 17, 1283–1299 (2015). https://doi.org/10.1007/s10796-014-9499-0
Published:
Issue Date:
DOI: https://doi.org/10.1007/s10796-014-9499-0