Purpose

The study is aimed to identify the determinants of online buying behavior and their associations with the consequences of online buying behavior. The study adopted an e-loyalty framework and investigated causal links among functionality, usability, trust, commitment and loyalty. In addition, the study also attempted to investigate the mediating role of trust and commitment between online buying determinants and online purchasing outcomes. The demographic variables of age, gender and income are used as control variables.

Design/methodology/approach

An online questionnaire survey was conducted on Internet users by adopting purposive sampling technique. Confirmatory factor analysis (CFA) was employed for measurement development, SEM was used for testing causal links, and percentile bootstrap with 95% confidence interval was used for mediation analysis.

Findings

Significant positive relationships were found among functionality, usability, trust, commitment and loyalty. Trust was found to fully mediate the effect of functionality and usability on loyalty. It was also found that commitment fully mediates the effect of functionality on loyalty.

Research limitations/implications

However, caution is advised while generalizing results of this study. The study was conducted on online retailing only. The authors recommend future studies to extend the research in other e-commerce sectors and also to perform a comparative study between online and offline retailing.

Practical implications

This study provides some practical implications to website developers in designing a web page that caters the functionality and usability aspects in understanding e-loyalty formation process so that appropriate marketing strategies and tactics can be established to accommodate customized loyalty of each customer.

Originality/value

The study demonstrates the customer loyalty formation process in online retailing. Scanty literature has witnessed mediating role of trust and commitment in the relationships among functionality, usability and loyalty along with age, gender and monthly family income as controls in Indian sub-continent.

中文翻译：

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在线购买行为的前因后果：中介研究

目的

该研究旨在确定在线购买行为的决定因素及其与在线购买行为后果的关联。该研究采用了电子忠诚度框架，并调查了功能、可用性、信任、承诺和忠诚度之间的因果关系。此外，该研究还试图调查信任和承诺在网上购买决定因素和网上购买结果之间的中介作用。年龄、性别和收入等人口统计变量用作控制变量。

设计/方法/途径

采用有目的的抽样技术，对互联网用户进行了在线问卷调查。验证性因素分析 (CFA) 用于测量开发，SEM 用于测试因果关系，具有 95% 置信区间的百分位引导程序用于中介分析。

发现

在功能性、可用性、信任、承诺和忠诚度之间发现了显着的正相关关系。发现信任可以完全调节功能和可用性对忠诚度的影响。还发现承诺完全调节功能对忠诚度的影响。

研究局限性/影响

但是，在概括本研究的结果时，建议谨慎行事。该研究仅针对在线零售进行。作者建议未来的研究将研究扩展到其他电子商务领域，并对线上和线下零售进行比较研究。

实际影响

本研究为网站开发人员设计网页提供了一些实际意义，该网页在理解电子忠诚度形成过程时满足功能和可用性方面的需求，以便可以建立适当的营销策略和策略来适应每个客户的定制忠诚度。

原创性/价值

该研究展示了在线零售中客户忠诚度的形成过程。少量文献见证了信任和承诺在功能、可用性和忠诚度与年龄、性别和家庭月收入之间的关系中的中介作用，作为印度次大陆的控制。