Investigating the role of utilitarian and hedonic goals in characterizing customer loyalty in E-marketplaces.

ABSTRACT: Despite significant growth in sales in recent years, retaining customers remains a major challenge for the electronic marketplace (e-marketplace) industry worldwide, including Indonesia. The small basket size of Indonesian customers has created a highly price-sensitive market, making it difficult to nurture customer loyalty. This study investigates the factors affecting consumer behavior and loyalty in Indonesian e-marketplaces by employing a newly proposed E-Marketplace Customer Loyalty Model. Since customers' expectations have extended from mostly utilitarian-oriented goals to incorporate hedonic goals, the proposed model includes both utilitarian and hedonic-based constructs by integrating the Expectation-Confirmation Theory, e-service quality, and the Hedonic Information Systems Model.

SUBMITTER: Puspitasari I 

PROVIDER: S-EPMC10462820 | biostudies-literature | 2023 Aug

REPOSITORIES: biostudies-literature