As Internet use continues to increase, companies have to emphasize the understanding of the implications of its use on long term purchase behavior, in terms of satisfaction and loyalty. Ultimately, companies should be interested in consumer perceptions and the factors that play a role in following a certain behavior over an extended period of time. Attaining a successful marketing program compels companies to fully connect with their targeted customers. Therefore, this paper aims to propose a new model that examines relationships between cognitive – affective – conative constructs in an e-shopping environment.
Keywordscustomer loyalty customer satisfaction online consumer behavior online shopping perceived ease of use perceived usefulness perceived value structural equation model
JEL Classification M31
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