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E-commerce web site loyalty: A cross cultural comparison

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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.

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Authors and Affiliations

  1. Institute of International Management, National Cheng Kung University, 1 University Road, 701, Tainan, Taiwan

    Jengchung Victor Chen, Wannasri Pornpriphet & Andree E. Widjaja

  2. School of Economics and Business, SUNY College at Oneonta, 226 Netzer Administration Bldg, Oneonta, NY, 13820, USA

    David C. Yen

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  1. Jengchung Victor Chen
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  2. David C. Yen
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  3. Wannasri Pornpriphet
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  4. Andree E. Widjaja
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Correspondence to David C. Yen.

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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

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