TY - JOUR
T1 - Satisfaction trust and loyalty of repeat online consumer within the Japanese online supermarket trade
AU - Moriuchi, Emi
AU - Takahashi, Ikuo
N1 - Funding Information:
The data were collected via an online survey administered by NTTCom Online Marketing Solutions Corporation, a panel service company, in November 2012 in Japan. The online survey was targeted at repeat shoppers who had the experience of purchasing a product in an online supermarket. The online survey was used as a tool to gather data because of its advantages over e-mail surveys and its higher data quality. After screening for reliability and validity, 264 responses were found to be complete and usable. This survey, which was planned by the second author, was supported by JSPS KAKENHI Grant Number 22530455.
Publisher Copyright:
© 2016 Australian and New Zealand Marketing Academy
PY - 2016/5/1
Y1 - 2016/5/1
N2 - Japanese consumers are changing their consumption patterns, following those of the Europeans and Americans (Salsberg, 2010). Generally known to be brand and quality conscious, Japanese are not willing to sacrifice quality and convenience for discounted and online purchases. Japanese consumers pick and choose their products differently. In general, the modified structural equation model shows that all relationships proposed by the theoretical model were significant except for two (i.e. product towards satisfaction and distribution towards e-satisfaction). The results suggest that to determine an online repeat shopper's e-satisfaction, companies need to focus their attention on their promotional activities, pricing and shopper's experience. On the other hand, when companies are seeking to determine an online repeat shopper's e-trust, companies need to focus their attention on product, promotional pricing and shopper's experience. Most importantly, the results show that between e-trust and e-satisfaction, e-satisfaction has a more significant impact on repeat online shoppers' loyalty.
AB - Japanese consumers are changing their consumption patterns, following those of the Europeans and Americans (Salsberg, 2010). Generally known to be brand and quality conscious, Japanese are not willing to sacrifice quality and convenience for discounted and online purchases. Japanese consumers pick and choose their products differently. In general, the modified structural equation model shows that all relationships proposed by the theoretical model were significant except for two (i.e. product towards satisfaction and distribution towards e-satisfaction). The results suggest that to determine an online repeat shopper's e-satisfaction, companies need to focus their attention on their promotional activities, pricing and shopper's experience. On the other hand, when companies are seeking to determine an online repeat shopper's e-trust, companies need to focus their attention on product, promotional pricing and shopper's experience. Most importantly, the results show that between e-trust and e-satisfaction, e-satisfaction has a more significant impact on repeat online shoppers' loyalty.
KW - Japanese
KW - Loyalty
KW - Online shoppers
KW - Repeat purchase
KW - Satisfaction
KW - Trust
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U2 - 10.1016/j.ausmj.2016.02.006
DO - 10.1016/j.ausmj.2016.02.006
M3 - Article
AN - SCOPUS:84962167134
SN - 1441-3582
VL - 24
SP - 146
EP - 156
JO - Australasian Marketing Journal
JF - Australasian Marketing Journal
IS - 2
ER -