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Title: Is there a gender difference for Millenials in the development of e-loyalty?
Other Titles: Examining the impact of online experience, online concerns & favourable price perception on e-loyalty and exploring the moderating role of gender.
Authors: Mensel, K van
Keywords: Limitations
which could give some direction for future research
theoretical and managerial implications of this study are discussed
Issue Date: 14-Dec-2016
Publisher: Open Universiteit Nederland
Abstract: Online shopping is taking over our daily activities as e-commerce has become simple, fast and mobile-friendly, more and more of us are leaving physical stores behind to make purchases in the virtual world. Without any doubt, e-loyalty has become one of the critical issues for online shops, but building loyalty in e-commerce is particularly difficult when web users can just switch to a competing retailer at the click of a mouse. This is also the case for online fashion shops partly because customers can easily switch from one online store to another and partly because they can easily compare similar items across different online stores (Lu , Chang, & Yu, 2013). Since consumers spend more and more money on fashion online, this area becomes of greater interest to academics (Hines & Bruce, 2007). High levels of customer loyalty are also difficult to achieve, due to the lack of interpersonal contact and low switching costs (Valvi & Fragkos, 2012). The numerous advantages of online shopping, such as a wider range and variety of goods, effortless comparison of offers and immediate access to consumer ratings, make e-commerce highly competitive (Gensler et al., 2012). As a result, low customer loyalty frequently occurs in the online context, creating difficulty in realizing a sustainable and long-term profit for online businesses (Yen, 2010). Millennials, born between 1980-2000 and digital natives, feel extremely confident in shopping online. With their considerable size, economical spending power and technological background, makes them viable targets for e-retailers. But retaining Millennials prove to be no walk in the park. While studies of online shopping are widespread in the literature, studies of gender differences are scarce and reported findings are inconsistent and demonstrate conflicting findings (Cyr & Bonanni, 2005; Dittmar, Long, & Meek, 2004). Scientific literature (Chou et al., 2015) refers to the need to extend towards male shoppers which allows to make some generalization, as well as including other interesting factors into account to obtain a more comprehensive picture of how to foster e-loyalty. That is why this study contributes to more information about this topic and makes it relevant. Therefore, the main question in this study is: “Does gender matter in the development of e-loyalty for Millennials?” To answer this question, a literature study has been done to improve knowledge about the dimensions resulting in a conceptual model. This study answered 11 hypotheses in total. An online questionnaire took place to collect data for this study. We investigated these records with the help of Structural Equation Modeling. Besides that, we used a Multi-Group Analysis to test the moderating effect of gender and variance analysis to check if significant difference exists between male and females Millennials. In some ways, this study has provided some different answers than initially thought. The investigation revealed that six of the nine hypotheses are supported for all respondents (male and females). In the research however we look particular to the results gender related within the Millennial population. The moderation and variance analysis observed gender-wise significant difference towards e-loyalty within Millennials. In that case, the gender related hypotheses (2) are supported. So the research question ‘Does gender matter in the development of e-loyatly for Millennials?’ is answered, YES it does. This is the case for ‘Perceived online privacy will have a positive effect on e-trust’, ‘The website design influences positively e-satisfaction’ and ‘The website design will positively affect e-trust‘. This conclusion can be made as well for ‘Favourable price perception is likely to affect e-loyalty positively’.
Appears in Collections:MSc Management Science

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