A comparative multi-country, multi-sectoral study of online loyalty in online retailing.

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This is a multi-country, multi-sector study examining the antecedents of online loyalty in the online retailing environment. It will be investigating consumer attitudes towards repurchase intention across four countries; India, China, US and UK and across different sectors in terms of high and low involvement products; including fashion and consumer durables. This will be based on a quantitative research study of around 1000 respondents through an online closed questionnaire.
The focus of this study centres on the under-researched role of ‘online perceived relational investment’ (online retailer investments perceived to be made by consumers online) and its contribution towards developing online loyalty by way of fostering stronger relationships. This research is underpinned by the theory of reciprocity, which suggests that consumers will reciprocate the investments perceived to be made by the online retailer (e.g online personalisation, tailored recommendations etc.), with higher levels of loyalty (De Wulf et al.,2001).
This study will examine the moderating effects of cosmopolitan orientation (culture perspective), consumer involvement and perceived value. This study departs from other multi-country studies by using a consumers’ degree of cosmopolitan orientation as a method to evaluate consumers’ attitudes globally rather than on country characteristics. The growth of e-commerce and its ability to transcend national boundaries makes it an ideal sector to investigate the global consumer in more depth and to understand the notion of ‘cosmopolitan orientation’ across countries.
Original languageEnglish
Title of host publicationMBAcademy
Publication statusPublished - Nov 2016


  • E-tailing, Online loyalty, international, relationship quality, international

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