The effects of hedonic and utilitarian values on e-loyalty: Understanding the mediating role of e-satisfaction

Abstract

The purpose of this paper is to examine effects of hedonic and utilitarian aspects of consumer behaviour toward e-loyalty and how e-satisfaction plays a mediating role between them. A survey method was adopted to test the research model. The primary data for the survey was collected during January 2021, using the convenience sampling approach, from business school students. The structural equation modelling method was used to analyse the data with AMOS 22.0 software. The measurement model was estimated through a confirmatory factor analysis before testing the structural model framework and hypotheses (response rate 94.3%, n=264). The results showed that hedonic and utilitarian shopping values have great influence in shaping e-satisfaction. The study also highlights the importance of mediating the role of e-satisfaction between shopping values and e-loyalty. This research highlights why and how ‘satisfaction with website’ matters in the contribution of shopping values to behavioural outcomes by presenting its mediating role. The study offers implications and suggestions to e-retailers by specifying characteristics that should be given more consideration in order to increase online consumer e-satisfaction and e-loyalty. It also contributes to the present body of knowledge on shopping and buying behaviour in the online context, especially for those who have theoretical and managerial interests on the subject in emerging economies like Jordan. The novelty of the paper comes from the fact that it cumulatively captures the factors influencing online consumers’ loyalty in the Jordanian context, apart from validating the mediating role of e-satisfaction.