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Cited by 703

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The role of social presence in establishing loyalty in e-Service environments

Cyr, Dianne, Hassanein, Khaled, Head, Milena, Ivanov, Alex·2007·Interacting with Computers
DOI 10.1016/j.intcom.2006.07.010
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Abstract

Compared to offline shopping, the online shopping experience may be viewed as lacking human warmth and sociability as it is more impersonal, anonymous, automated and generally devoid of face-to-face interactions. Thus, understanding how to create customer loyalty in online environments (e-Loyalty) is a complex process. In this paper a model for e-Loyalty is proposed and used to examine how varied conditions of social presence in a B2C e-Services context influence e-Loyalty and its antecedents of perceived usefulness, trust and enjoyment. This model is examined through an empirical study involving 185 subjects using structural equation modeling techniques. Further analysis is conducted to reveal gender differences concerning hedonic elements in the model on e-Loyalty.

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Citations

Cites

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Metadata

Authors
Cyr, D., Hassanein, K., Head, M., & Ivanov, A.
Venue
Interacting with Computers
Publisher
Oxford University Press (OUP)
Published
2007-01
Volume
19
Issue
1
Pages
43-56
ISSN
0953-5438 (ISSN-L)
DOI
10.1016/j.intcom.2006.07.010
OpenAlex
W2105257501
Cited by
703
References
19
FWCI
26.90
Type
journal article
Language
en
Open access
closed

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