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Title:
Consumer perception of interface quality, security, and loyalty
in electronic commerce
來源: Information & Management 46 (2009) 411–417
作者: Hsin Hsin Chang , Su Wen Chen
Purpose:
Customer interface quality, perceived security, and customer loyalty are
critical factors for success of an e-commerce website; however, the
relationships among them are not fully understood. This paper proposed a
model for testing the relationships among themand the important
outcomes of the site: switching costs and customer loyalty.
Design/methodology/approach:
Data was collected to test the model using a web-based survey, and
empirical analyseswere performed using SEM.
Findings:
The analytical results demonstrated that customer interface quality
and perceived security positively affected customer satisfaction and
switching costs, and thus customer loyalty to an e-commerce website.
Originality/value:
This paper showed that switching costs positively moderated the effect of
customer satisfaction on customer loyalty; this moderating effect is
discussed.
Building customer loyalty in e-commerce is difficult; it requires online
companies to differentiate themselves from their competitors.
Practitioners should consider focusing more on customer nterface design
as a marketing strategy, particularly in improving customer convenience,
interactivity, customization, and character.