Abstract
This paper investigates drivers and outcomes of online-store loyalty. Data was collected from 201 online shoppers in Gauteng, South Africa using a structured questionnaire. The findings show that perceived value, trust and perceived web-usability are important factors that drive online store loyalty. Trust was found to be significantly influenced by perceived expertise in order fulfilment. The results also show that online store loyalty exerts positive influence both on customers' sensitivity to price as reflected by willingness to pay more and on word-of-mouth. The findings point to the need for online store managers to pay attention to the identified drivers of online store loyalty if they are to derive its associated benefits.
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