Creating Value for Online Shoppers: Implications for Satisfaction and Loyalty

Abstract

Customer value is the foremost driver of competitive advantage in the Internet shopping environment. The authors of this study identify two types of online shopping values - utilitarian value (including price savings, service excellence, time savings, and selection dimensions) and experiential value (including entertainment, visual, escape, and interaction dimensions). Using structural equation modeling, the impact of these online shopping values upon consumers' satisfaction and loyalty is examined. The results of this study indicate that Internet shopping does indeed invoke various types of shopping values. Both utilitarian and experiential values positively affected customer satisfaction, leading to heightened loyalty. Discussions of the results and managerial implications are offered.