Abstract
The importance of customer loyalty to websites has been known for a long time. Researchers have developed some models of antecedents for e-loyalty. Within the scope of this study, the research of Srinivasan, Anderson, and Ponnavolu’s 8C's Model (2002) is chosen and modified by adding a new C (Cost Reduction) as a variable. So we came up to 9C's Model. The aim of this article was to examine the relation between e-loyalty and its antecedents. For this purpose, the data has been collected via an online survey from 328 participants, and has been tested through descriptive, reliability, cluster analyses, and ANOVA analyses aiming to reach findings. Generally, overall online loyalty tendency of the people has been found to be low, at the same time consumers show different loyalty tendencies which can be summarized in three groups, "Loyal Friends", "Rational Advocates", "Independent Switchers". Except cultivation from the 8C's model, all antecedents were found effective on loyalty. It was observed that the newly introduced cost had an important place in the initiation of customer loyalty to the shopping site.
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