“I’m the one who Doesn’t put my Credit Card There!”: A Study of the Antecedents of Loyalty in the Online Context

Abstract

We present in this paper a hypothesized model with antecedent variables of loyalty towards a website (website quality, reputation, security, perceived benefit and trust) and the mediating role of perceived value in this relationship. The collection was carried out through an online survey in which 243 respondents participated. The data obtained were analyzed by means of structural equation modeling with estimation of the correlation matrix by partial least squares. Even though 10 (of the 14) hypotheses were confirmed, neither the safety perceived by the internet user, nor the reputation of the website were significant to explain the loyalty of the sample. This shows a crucial point for marketing managers to address, given that users’ perception of these constructs reveals a gap in relation to the ideal scenario.

Keywords

• lealdade
• recomendação
• valor percebido