Ijciet 10 01_164-2

http://www.iaeme.com/IJCIET/index.asp 1772 editor@iaeme.com
International Journal of Civil Engineering and Technology (IJCIET)
Volume 10, Issue 01, January 2019, pp. 1772-1780, Article ID: IJCIET_10_01_164
Available online at http://www.iaeme.com/ijciet/issues.asp?JType=IJCIET&VType=10&IType=01
ISSN Print: 0976-6308 and ISSN Online: 0976-6316
© IAEME Publication Scopus Indexed
“WHAT DRIVES CONSUMERS TO BE BRAND
LOYAL IN ONLINE BUYING IN EXPERIENCE
PRODUCT CATEGORY? A LITERATURE
REVIEW"
Maani Dutt
Research Scholar, Amity Business School, Amity University, Noida
Dr. Anurupa.B.Singh
Associate Professor, Amity Business School, Amity University, Noida
ABSTRACT
Over the last decade and a half, the idea of online loyalty has been studied highly
in the literature, and still it endures to be a topic of persistent inquiry for both
researchers and companies. The incredible development of the Internet for both
marketing and online environment, in combination with the increasing desire of
customers to purchase online, has helped the development of diverse e-loyalty research
models. Literature on online shopping suggests trust on a brand and online shopping
as two main drivers for evolving effective long-term relationship but astonishingly a
complete model describing all major antecedents and consequences of trust on a brand
and online shopping is not available in the existing body of knowledge. All independent
factors in the model were individualistically predictive of intent to shop online and
supported the theoretical model by demonstrating the predicted direction of the
relationship.
Keywords- e-Commerce, online shopping, trust, brand experience, website, e-service
quality
Cite this Article: Maani Dutt and Dr. Anurupa.B.Singh, What Drives Consumers to
Be Brand Loyal in Online Buying in Experience Product Category? a Literature
Review, International Journal of Civil Engineering and Technology, 10(01), 2019, pp.
1772–1780
http://www.iaeme.com/IJCIET/issues.asp?JType=IJCIET&VType=10&IType=01
1. INTRODUCTION AND BACKGROUND
According to the Stas of the Internet, usage of internet has grown-up from 16 million users [0.4
percentage of population of the world] in December, 1995 to 4157 million users [54.4

Maani Dutt and Dr. Anurupa.B.Singh
percentage of population of the world] in December, 2017. The amplified diffusion of internet
has led to a thriving ecommerce environment fixed with growing competitiveness. In the
meantime, customers cannot physically scrutinize probable purchase, it could be a perception
of greater risk of acquiring because of the difference involved in apparent and real working [1].
Moreover, the retailers who are online undergo an excessive competition in the online
environment as swapping to another rivalry stays just a click away [2]. Effect of brand loyalty
was studied by Reichheld and Sasser [3] on profitability who stated that increase in customer’s
loyalty leads to rise in profitability. Moreover, nearly 40 percent of online purchases occurs
from repeat customers [4]. It was McGovern [5] who emphasized that customers’ addiction for
brands is larger in online mode as compared to offline mode. Seeing the significance of
retained customer, numerous studies were considered to examine the antecedents of loyalty. In
the current phase, people have an overabundance of choosing and so when they traverse the
modes during the process of shopping online, people can not only change modes but can also
change sellers or brands. In this situation, loyalty turn out to be more of a challenging task.
It is obvious that now no clear division is there between online and offline buyers; these
shoppers are not separate people and are more likely to foster online loyalty than offline.
Companies can surge the loyalty for online mode by increasing trust convictions also
encouraging loyalty for their offline channel, utilising the synergies amid the online plus offline
channel. Multichannel sellers should manage their both online/ offline channels to make
formidable brands through an enriched shopping experience. Therefore, if companies want to
construct customer loyalty, every effort should be made to create trust and attachment for the
brand.
Trust has been identified as one of the variables playing a vital role in valuation of consumer
behaviour and long-term success of brand [6]. Trust was also quoted as a critical factor of
buying intention for online shopping scenario [7]. It was postulated by Yoon [8] (2002) that a
distinction of treatment between online and offline trust could be there because it is the
separation between customer and seller, the physical distance between customer and seller
along with lack of a sales person. Though, a most of the above cited studies have been done in
the western context. There is a difference when taking the Indian context because of its cultural
and technological implications, from the researches in the western regions [9]. The key
objective here is to analyse the constructs of trust in brand and online shopping, online loyalty
and antecedents on the Indian sample Delhi/NCR to have a better and clear comprehensive
view of their relationships. The study will help in clearing for relationships among the taken
factors and that too in the footwear market while also emphasizing prerequisite for specificity
of various other relationships and set a basis for proposed research model.
1.1. Rationale and Objective of the Study
In conventional marketing set up, creating and sustaining brand loyalty has been the crucial
theme in marketing and research [10]. With the fuelled growth in online business, there is a
substantial rise of online sellers. Li, Browne and Wetherbe [11] observed “many people now
use websites as their sole source of news and information, and more and more people use the
web to search for and buy products and services”. Also, the increase in number of shopping
sites is because businesses, have been utilizing the Internet as a profitable mode [12]. Because
of this speedy growth of online companies, gradually more focus is on loyalty over online
markets.
For experience goods category such as apparels and footwear, where the customer is
incapable of assessing its fit and quality of a product in online buying, the brand here plays a
significant role, encourage online purchases because it decreases the apparent risks in shopping

What Drives Consumers to Be Brand Loyal in Online Buying in Experience Product Category? a
Literature Review
online. In the same area, [13] it was realized that brand trust effects intentions of purchase at
the own website of seller.
The Internet is almost a complete market as it has instantaneous information readiness and
made search and comparison of products/services comparatively simpler and less expensive
[14] and other advantages like convenience, flexibility, more market penetration, wider product
range, and speedy transactions. Availability of substitute and direct information results in
severe price war and threatened brand loyalty [15]. To be successful in this cut throat
competition, two vital goals for websites/companies are buyer acquisition and retention.
Moreover, customer retention is essential as it is a general fact that cost of a new customer is
more than the cost involved in retaining existing ones [16,17]. In online trading, primary
transactions are not that profitable as compared with the existing ones because of the greater
acquisition cost [18]. E-loyalty influences positively the enduring profitability and becomes
essential in businesses giving online products/services [19]. Creating loyalty in customers is
correspondingly important in all the businesses whether online/offline. A detailed
understanding of antecedents of e-loyalty provides a competitive edge to online sellers and
hence aiding those creating strategies for enhancing the count of loyal customers
It was [20] specified that product-based website and information-based website is different
because the surfing behaviour for purchasing behaviour is different from a content-based
website. The effect of e-service quality on customer behaviour was analysed Sousa and Voss
[21], they approved that behaviour of customer for any service provider might vary for pure
information-based e-service provider from availing a service from an online physical good
buying.
The concept of ROPO i.e., research online and purchase offline happens in many situations.
It was said [22] when the ordered item is received is likely to bring feelings of pleasure. Thus,
there could be two situations in which the loyalty of a customer is changed: (1) ROPO (research
online purchase offline), (2) a product searched and purchased online.
An extensive meta-analysis was performed on e-loyalty [23] that describes that the
prevailing literature on online loyalty overlooked some points. This study is done with the view
that the online loyalty and its antecedent’s association for several categories of websites
(platform/company’s own website). It assists in concluding what antecedents require more
attention to increase loyalty in online environment.
It had been concluded in the existing literature that offline loyalty forms the main cause of
online loyalty. According to earlier studies that indicated that attitude which one has towards
offline mode is switched to online [24] or offline benefaction shaped online buying intentions
[13].

2. LITERATURE REVIEW
S.
No
Year Author Variables Relationship
[25] 2011 Zaharah Ghazali,
Brand Consciousness,
Socialization Agents
Socialization Agents→ Brand
Consciousness
[26] 2012 Saima Ulfat
Brand consciousness,
Price Sensitivity
Brand consciousness→
Satisfaction, Price Sensitivity→
Satisfaction
[27] 2013
Jane E. Workman
and Seung-Hee Lee
brand sensitivity,
brand consciousness
and private self-
consciousness
brand sensitivity→ brand
consciousness; private self-
consciousness → brand
consciousness
[28] 2013
Mohammed Raﬁq,
Heather Fulford,
Xiaoming Lu
e-trust, e-loyalty e-trust→ e-loyalty
[29]
2013
Kaleel Rahman,
Helene Cherrier
Need for Uniqueness,
Materialism, Status
Concern and Brand
Consciousness
(Need for Uniqueness,
Materialism, Status Concern) →
Brand Consciousness
[30] 2014 Dr. R. Sundari
Brand Awareness,
Brand Association,
Brand Performance,
Brand knowledge,
Brand Loyalty, Brand
consciousness
Brand Awareness→ Brand
consciousness,
Brand Association→ Brand
consciousness,
Brand Performance→ Brand
consciousness,
Brand knowledge→ Brand
consciousness,
Brand consciousness→ Brand
Loyalty
[31] 2014
Rira Rahayu
Arridha, Hazura
Mohamed, Nur
Fazidah Elias
online service quality;
Personalization,
Responsiveness,
Tangibles,
Information Quality
Information Quality→e-serv
quality
Tangibles→e-serv quality
Personalization →e-serv quality
Responsiveness →e-serv quality
[32]
2015
Muhammad
Ziaullah, Yi Feng,
Shumaila Naz
Akhter, Saleem
Ahmad
service quality,
information quality, e-
loyalty
service quality →e-loyalty
information quality→ e-loyalty
[33]
2015
Muhammad
Aljukhadar &
Sylvain Senecal
site aesthetics,
information quality,
site interactivity, site
attitude, ease of use
site aesthetics→ ease of use→ site
attitude,
information quality→ ease of
use;site interactivity→ ease of
use→ site attitude
[34] 2015
Mamoun N.
Akroush, Mutaz M.
Al-Debei
Relative Advantage,
Perceived Website
Reputation, Trust
Relative Advantage→ Trust;
Perceived Website Reputation→
Trust; Perceived Website
Reputation→ Relative Advantage
[35] 2015
Pável Reyes-
Mercado &
Rajagopal
Website
Trustworthiness,
Consumer Data
Privacy, Website help,
Trust
Website Trustworthiness→ Trust;
Consumer Data Privacy→ Trust;
Website help→ Trust
[36] 2015
Min Zhang∗, Lili
Huang, Zhen He
and Alan G. Wang
Service recovery,
outcome quality,
Outcome quality, e-
loyalty
Service recovery→ e-loyalty,
outcome quality→ e-loyalty,
Outcome quality → e-loyalty
[37] 2015
Ran Huang, Stacy
H Lee HaeJung
Kim Leslie Evans
Sensory, affective,
cognitive, relational,
relational→ brand awareness→
brand loyalty

Literature Review
brand awareness,
brand loyalty
[38] 2015
Sobia Siddique &
Muhammad Zaki
Rashidi
Social Media and
Brands, Social
Networks (face book,
google plus,
twitter,linkdin,
Instagram, Pinterest)
Social Media types (blogs, media
sharing, social networks) →Brand
consciousness
[39]
2016 Yi cheng Liu
experience products,
online shopping,
offline buying
product category→ website
characteristics→ online shopping
[40] 2016
Ravi Pappu Pascale
G. Quester
Brand innovativeness,
Perceived quality,
Brand loyalty
Brand innovativeness →
Perceived quality→ Brand loyalty
[41] 2016
Ahmed Rageh
Ismail
Value Consciousness,
Brand consciousness,
Brand Loyalty
Value Consciousness→ Brand
Loyalty, Brand consciousness→
Brand Loyalty
[42] 2016 Mulugeta Girma
Normative Influences,
Brand Consciousness,
Perceived Quality,
Brand Preference
(Normative Influences, Brand
Consciousness, Perceived Quality)
→Brand Preference
[43] 2016 Meletios Niros
Brand Experience,
Brand Loyalty
Brand Experience→ Brand
Loyalty
[44] 2017 Shabbir Hussain
website design, trust,
loyalty
website design→ trust→ loyalty
[45] 2017
Marta Frasquet,
Alejandro Mollá
Descals , Maria
Eugenia Ruiz-
Molina
Brand trust, Online
loyalty, Brand
attachment, offline
loyalty
Brand trust→ Online loyalty;
Brand attachment →Online
loyalty; Offline loyalty → Online
loyalty
[46] 2017 Vita Briliana
Brand Personality,
Brand Love, Brand
Experience, Brand
Trust, Brand Loyalty
Brand Preference→ Brand
Loyalty; Brand Trust→ Brand
Loyalty
3. METHODOLOGY AND STRUCTURE OF THE STUDY
According to the objective of the study, with a viewpoint to recognize the relationship among
the antecedents of e-loyalty, earlier empirical studies, which are relevant to trust on brand and
online buying, are studied covering various other relevant factors. Based on the analysis a
model which was developed conceptually will be verified in the final study. The outcomes of
this paper will help many companies to understand the combined effect of various constructs
and their influence on online brand loyalty in the proposed model. In the light of this, the study
intends to show the significance of e-loyalty for a commercial‘s success in the online market,
though there is a lack of systematic and comprehensive reviews on e-loyalty that include
empirical effects from the last decade. Hence, the reason of this study is to assemble all the
available empirical literature.
3.1. Practical implications
This paper involves useful inferences for online retail marketers delivering footwear/fashion
products to better comprehend the online customer response process. This study may help
retailers in focussing on the areas to create trust towards the brand and online platform. The
model would also help prevailing online retailers to tune their business conferring to the
findings of research. The study is based on review of literature on trust, brand preference, brand
experience, brand consciousness, website characteristics, e-service quality. It argues the
importance of trust on a brand and online shopping as the main drivers of long-term

commitment and suggests that companies need to develop high levels of trust on a brand and
online shopping for developing long-term relationship for attaining sustainable competitive
advantage.
Figure 1: Proposed theoretical Framework
4. CONCLUSION
The main purpose of this study is twofold; first to perceive the extent of online loyalty in
experience product category: footwear in Delhi/NCR and to categorize the factors that
influence customers’ intention to repurchase online. This paper aims to fill in the gap in the
existing literature vis-à-vis the moderating effect of trust in online shopping repurchase
intention figure 1 depicts the proposed theoretical framework. From the realistic point of view,
the results of this study possibly will benefit companies, especially online retailers, whose
commercial models and profits streams are created on long-term usage of online products and
services. The domino effect of this study will give some ideas and realistic suggestions which
can be executed predominantly in online shopping in order to improve it repurchase (i.e.
customer retention strategies) and hence loyalty as a valuable means of sustaining the user base,
market share and overall takings of online businesses. By recognizing online loyalty factors
and the relationship among them, the online businesses will be able to foresee potential online
customers’ intention to repurchase and recommend it more easily. By doing so, it will be
possible for companies to create or improve future online platform either by company
own’s/other etailer which will be sensitive to the customers’ needs. Similarly, they will be able
to foster more accurate or targeted marketing tactics, plans and strategies conferring to the
needs, trends and continuous intention of their target segment. In order to penetrate the target
markets rightly.

Literature Review
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