MODELING THE KEY ROLE OF OVERALL SATISFACTION WITH THE ONLINE BUYING PROCESS IN DETERMINIG BEHAVIORAL LOYALTY INTENTIONS
MODELING THE KEY ROLE OF OVERALL SATISFACTION WITH THE ONLINE BUYING PROCESS IN DETERMINIG BEHAVIORAL LOYALTY INTENTIONS

Summary/Abstract: Overall satisfaction with the online buying process was assumed to be a strong predictor of three behavioral loyalty intentions: repurchasing online, recommending online buying to referent groups and patronizing online buying over traditional buying. These hypotheses were tested using a PLS-based structural equation modeling. The results of the analysis indicate similar and strong path coefficients between overall satisfaction and consumers’ intention to purchase online and consumers’ intention to recommend online buying. These findings yield interesting results: a satisfied consumer is willing not only to repurchase online but also to recommend this alternative way of buying to his friends, colleagues and relatives. However, the path coefficient between overall satisfaction and consumers’ intention to patronize online buying was lower, indicating a moderate effect of overall satisfaction on patronizing. The behavioral intentions were treated separately since I assumed the existence of different strength relationships between overall satisfaction and these three behavioral intentions. Moreover, overall satisfaction was decomposed in three transaction specific satisfactions, according to a three stage online buying process: pre-purchase stage satisfaction, purchase stage satisfaction and post-purchase stage satisfaction. Satisfaction was constructed as a second order formative latent variable of all three dimensions. The reliability of the measures was assessed with composite reliability, constructs’ Cronbach’s Alpha and AVE. The convergent and divergent validity of the measures were also tested using various approaches. The implications of the empirical research were further stated.

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