科研之友
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摘要
With the development of the internet, practitioners and researchers alike need a cumulative, quantitative understanding of the satisfaction-loyalty relationship within the e-commerce domain. We conduct a meta-analysis that aggregates empirical findings from multiple literature fields to examine the relationship between e-satisfaction and several types of loyalty performance. The cumulative data suggest that e-satisfaction strongly influences attitudinal loyalty (e.g., trust, word-of-mouth, commitment), behavioral loyalty (e.g., repurchase intention, continuance intention) and composite loyalty. Additionally, using a regression analysis, we find that industry characteristics (high-monopoly vs. highly competitive), object satisfaction (product/service satisfaction vs. brand satisfaction) and questionnaire type (paper vs. online questionnaire) moderate the satisfaction-loyalty relationship in e-commerce. The results serve as a data-based foundation and guide future theoretical and empirical research on the satisfaction-loyalty relationship in the e-commerce domain, and they also support practical development. Our study not only deepens the understanding of the e-satisfaction-loyalty relationship but also identifies the right samples and measurement methods. Additionally, we provide guidance to enterprise management in e-commerce by showing that promoting e-satisfaction, reinforcing brand satisfaction, and understanding the industry structure are advantages for enterprises to increase their revenue.
