A good deal online: The Impacts of acquisition and transaction value on E-satisfaction and E-loyalty |
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| Authors: | Anne-Françoise Audrain-Pontevia Gilles N’Goala Ingrid Poncin |
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| Affiliation: | 1. Université du Québec à Trois-Rivières, Ringuet 3140, 3351 Boulevard des Forges, CP 500, Trois-Rivières, (QC), Canada G9A 5H7;2. University Montpellier 1, MRM, Case 028, Place Eugène Bataillon, 34095 Montpellier cedex 5, France;3. SKEMA—University Lille Nord de France, Avenue Willy Brandt, 59777 EURALILLE, France;1. Griffith Business School, Department of Marketing, Logan Campus, Griffith University, University Drive, Meadowbrook, QLD 4131, Australia;2. School of Advertising, Marketing and Public Relations, Queensland University of Technology, Gardens Point Campus, Brisbane, Queensland 4001, Australia;1. School of Economics and Management, Lund University, Sweden;2. School of Management, University of Bradford, UK;1. Department of Design, Housing and Apparel, University of Minnesota, 240 McNeal Hall, 1985 Buford Ave., St. Paul, MN 55108, USA;2. Department of Family and Consumer Sciences, California State University Long Beach, 1250 Bellflower Blvd., Long Beach, CA 90840, USA;1. Faculty of Business Administration, Laval University, Quebec (QC), Canada G1V 0A6;2. Faculty of Business Administration, University of Moncton, Moncton (NB), Canada E1A 3E9;1. Marmara University Istanbul, 34180, Turkey;2. ?stanbul Bilgi University, Istanbul, Turkey |
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| Abstract: | Relying on Thaler's exchange theory, this research examines the unique effects of perceived transaction and acquisition values on consumer e-satisfaction and e-loyalty in an e-commerce setting, along with the moderating role of product/ service category. Overall, consumers' perceptions of transaction value lead to their e-dissatisfaction. Hence, obtaining a good deal does not have the same meaning and influence depending on the type of buying trip (exploratory or goal-directed). These results confirm Thaler's exchange theory's usefulness to analyzing the impact of perceived value on e-satisfaction and e-loyalty. Additionally, in a managerial perspective, this research underlines the importance of adapting promotional strategies to online contexts, since online purchase experience improves when there is an alignment between the customer's goals and the e-tailer’s online offering. |
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| Keywords: | Perceived transaction value Perceived acquisition value E-satisfaction E-loyalty Exchange theory Smart shopping |
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