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Consumer's Shopping Values for e-Satisfaction and e-Loyalty: Moderating Effect of Personality

The current study tries to understand better how consumers’ e-shopping value orientation relates to consumer’s behavior in online environment. Consumers have perceptions of the e-shopping value they acquire during their experiences in navigating Web sites. This consumer's e-shopping value is considered as utilitarian shopping value, hedonic shopping value, and social engagement shopping value. The current paper proposes that value orientation of consumers in Web sites would consequently affect customer loyalty such as revisit intention and intention to Word-of-Mouth. In addition, the research investigates the moderating effect of consumer’s personality between consumer‘s e-shopping value and consumers’ attitude in Web sites. For testing the hypothesized research model, survey and Lisrel analysis are conducted. The findings emphasize that online providers need to focus on the perceived e-shopping values most salient to consumers in order to improve their profitability.