Abstract
As online shopping is more and more common in everyday life, e-loyalty has become a very important issue in e-commerce. In this study, I propose an integrative model of e-loyalty development process and present a research design to test this model. The main factors that impact e-loyalty include customer satisfaction, trust, perceived value, service quality, and switching cost. Based on the theoretical model, a set of hypotheses was formulated. The scales used were adapted from former studies and will be further revised based on confirmatory factor analysis results. The survey will be sent to 200 participants. The model will be tested using structural equation modeling.