Impact of socioeconomic status on customer e-loyalty under the moderating role of perceived self-efficacy

Abstract

ABSTRACT With the rapid spread of e-commerce and fierce competition in the online shopping market, the development of durable relationships with customers has become a major focus for online retailers. This requires a better understanding of e-loyalty and its drivers. This study aims to develop a conceptual framework to provide a detailed explanation of the psychological processes which connect customers’ socioeconomic status, attitudes, and e-loyalty. The moderating role of perceived self-efficacy was also examined. An empirical quantitative study using the structural equation modeling method was applied using an online survey. A total of 314 Saudi participants’ data was analyzed through a convenience sampling method. The socioeconomic status of e-customers was found to be a significant predictor of both utilitarian and hedonic attitudes, which in turn influenced e-loyalty. Perceived self-efficacy was found to strengthen the relationship between attitudes and behaviour. The findings provide relevant recommendations to business owners to retain their e-customers.