Modeling e-loyalty: a moderated-mediation model

Chieh-Peng Lin, Chou Kang Chiu*, Chu Mei Liu, Kuang Jung Chen, Chieh-Yu Hsiao


研究成果: Article同行評審

6 引文 斯高帕斯(Scopus)


This work proposes a research model that elaborates upon the development of e-loyalty based on the signaling theory and attachment theory. In the model, e-loyalty is indirectly related to both visual appeal and an e-tailer’s service reputation through the full mediation of trust and affection. At the same time, the relationships between trust and e-loyalty and between affection and e-loyalty are hypothetically moderated by an e-tailer’s service reputation. The proposed hypotheses of this research were empirically tested using data from working professionals in high-tech firms in terms of online retailing. This study surveyed the same research participants at two different time points, one month apart, to verify the theoretical inferences. The empirical findings herein complement the previous literature by presenting how visual appeal and an e-tailer’s service reputation simultaneously influence e-loyalty through various mediating and moderating mechanisms.

頁(從 - 到)1160-1178
期刊Service Industries Journal
出版狀態Published - 10 12月 2018


  • Visual appeal
  • e-loyalty
  • service reputation
  • signaling theory
  • trust