For Indian online shoppers, have saying and doing parted ways?

Abstract Grounded in the theory of planned behavior (TPB) and based on both perceptual as well as behavioral data, the study explores e‐service quality (e‐SQ) dimensions’ influence on merchandise value perception (MVP) and how these value perceptions, in turn, impact shopper loyalty intention, finally leading to word‐of‐mouth (WOM) and store patronization behavior. The model was tested for measurement and structural validity, mediation by MVP, and moderation by gender. Findings suggest that: (1) e‐SQ dimensions of efficiency and fulfillment have direct effect on MVP; (2) MVP is a key mediating variable facilitating “indirect‐only” mediation between e‐SQ dimensions and online shoppers’ loyalty intentions; (3) mediation by MVP is not moderated by gender; (4) strong association between shoppers’ loyalty intention and intention to spread positive WOM; and (5) “saying” and “doing” are incompatible because online shoppers’ loyalty intentions or WOM do not translate into store patronization behavior.
Source: Psychology and Marketing - Category: Psychiatry & Psychology Authors: Tags: RESEARCH ARTICLE Source Type: research