How Can the Retail Web Site Enhance Customers loyalty？ An Ezploration of Web Site Attachment

摘要：

The adoption of attachment construct in marketing literature is relatively recent. There have been some research efforts in the marketing literature that investigate whether and how individuals form close relationships with possessions, goods and brands. However, the role of attachment in marketing relationships developed via Internet remains an unexplored area. In the web site context, there is evidence that satisfaction leads to brand loyalty and an emotional connection between the web site users with the web site. This study aims to understand the meaning of web site attachment from the consumer’s point of view, and uncover the effects of consumers’ web site attachment on web site loyalty. We propose to investigate the antecedents of web site attachment and the moderating role of attachment anxiety (i.e. a personality trait) in the attachment-loyalty link. This study synthesizes the existing psychological and marketing theories on attachment and e-loyalty research and illuminates a new way to understand the emotional connection between consumers and the retail web sites.

关键词： worldwide web Internet attachment trust e-loyalty consumer behavior

作者: Yan Jiang

作者单位: School of Management，Dalian Jiaotong University, China

会议类型: 国际会议

会议名称: The Ninth Wuhan International Conference on E-Business(第九届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 782-787

在线出版日期: 2010-05-29（万方平台首次上网日期，不代表论文的发表时间）