How Loyal Are Online Store Customers: A Meta Analysis of E-Loyalty

Abstract

A growing number of studies have examined the concept of e-loyalty and its antecedents over the last years, and it remains a central topic for both marketing academics and practitioners. This study aims to evaluate the level of different types (integrated, attitudinal, behavioural) of loyalty towards an online store and determine if they are moder-ated by the time, country development, and the impact of the scientific journal. The study was based on a systematic analysis of 10 core databases, which generated more than 3,557 articles published during 2000–2020. Using PRISMA steps, 116 articles, whose total number of respondents were around 56,000, were used for meta-analysis. The results of this study confirmed that moderating variables (time, the impact of the scientific journal) were significant: higher loyalty towards an online store was observed in recently published studies, as well as research published in scientific journals with impact factors. Moreover, a significant impact of behavioural loyalty and its dimensions on online store loyalty was revealed. This study deepens the understanding of online customer loyalty, including its conceptualization, measurement, and identifies potential unexplored research gaps in this area.

The Impact of Individualism/Collectivism and Masculinity/Femininity on Brand Loyalty: A Mediation Role of Perceived Ease of Use

“…The impact of the individualism/collectivism dimension on brand loyalty is influenced by the level of this dimension in different countries. Countries that score average in this dimension tend to display high levels of loyalty (Dikčius et al, 2023;Gracia et al, 2015). The individualism/collectivism dimension has a positive influence on brand loyalty (A.…”

“…According to Zhang et al (2022), national culture also plays a significant role in brand loyalty, and it moderates the impact of electronic banking on brand loyalty. Different cultural dimensions have varying effects on brand loyalty; the dimension of uncertainty avoidance weakens brand loyalty, while the dimensions of masculinity and femininity have a positive effect (Dikčius et al, 2023). Interestingly, the dimension of individualism-collectivism has no significant impact on brand loyalty (Dikčius et al, 2023).…”

“…Different cultural dimensions have varying effects on brand loyalty; the dimension of uncertainty avoidance weakens brand loyalty, while the dimensions of masculinity and femininity have a positive effect (Dikčius et al, 2023). Interestingly, the dimension of individualism-collectivism has no significant impact on brand loyalty (Dikčius et al, 2023). Consumers with high levels of collectivism or masculinity tend to develop stronger brand loyalty, while those with lower levels of collectivism or masculinity do not exhibit the same level of loyalty (Leslie, 2011).…”

“…There is limited research on the cultural perspective and its impact on customer and brand loyalty (Dikčius et al, 2023;Zhang et al, 2022). Adams et al (1992) also emphasize the need for further research to investigate the mediation and moderation roles of primary variables in the technology acceptance model on culture and branding.…”

“…Adams et al (1992) also emphasize the need for further research to investigate the mediation and moderation roles of primary variables in the technology acceptance model on culture and branding. Dikčius et al (2023) and Zhang et al (2022) additionally call for more studies on the cultural dimension and its effect on consumer and brand loyalty. Therefore, in response to these identified gaps, this study explores the influence of individualism, collectivism, and masculinity/femininity cultural dimensions on brand loyalty.…”