An empirical research on the relationship between perceived customer value and e-loyalty

This study developed and empirically tested a model examining the relationship between perceived customer value of e-retailers and its impact on e-loyalty intention toward e-retailers. We measure customer value of e-retailers in three dimensions: functional value, process value, and social value. Confirmatory factor analysis was performed to examine the reliability and validity of the measurement model, and the structural equation modeling techniques were used to evaluate the casual model. Based on a survey in China, this study showed that functional value, process value, and social value were all very important in generating customer loyalty intention. The conclusion showed that except price, Web site design characteristic and social evading value, product quality, convenience, Internet security, customization, Internet interactivity, operation simplicity, Web site brand and C2C relationship value of e-retailers were the significant influential factor of e-loyalty intention toward the e-retailers.