Doctor of Philosophy, The Ohio State University, 2015, Human Ecology: Fashion and Retail Studies
Previous studies have extensively illustrated that in order to obtain consumers' e-loyalty, online retailers need to provide their consumers with superior values (e.g., Levenburg, 2005; Rafiq, Fulford, & Lu, 2013). In an effort to understand how value can be enhanced in online retailing and to gain customers' e-loyalty, researchers have placed considerable importance on the concept of perceived value investigation and on the influence of perceived value on consumers' e-loyalty (Cronin, Brady, & Hult, 2000). Research findings have suggested that once perceived value is created, consumers will develop a favorable attitude towards online retailers leading to e-loyalty (Rafiq et al., 2013). However, the question of how consumers' perceived value is created has not been comprehended yet. Previous studies have investigated various psychological factors, such as perceived quality and perceived risk that serve antecedents of perceived value (e.g., Gounaris, Dimitriadis, & Stathakopoulos, 2010; Liong, Arif, Tat, Rasli, & Jusoh, 2011; Mishra & Mathew, 2013). However, business strategies that could directly drive consumers' perceived value have not been sufficiently demonstrated either in the traditional settings or within e-commerce context (Dong, Zhang, & Yang, 2009). Furthermore, perceived value as a single construct has been well defined and examined, but applying it as a multi-dimensional construct and investigating the strategy effectiveness for creating each dimension of the perceived value is an interesting question that remains unanswered (Chiu, Hsieh, & Li, 2005).
This study aims to investigate the process of online retailers' bonding strategies and how these strategies have enhanced consumers' perceived values as well as the subsequent e-loyalty by introducing the social capital perspective. Three types of bonding strategies are investigated in this study: financial bonding, social bonding and structural bonding. Four dimensions of perceived value are examined; t (open full item for complete abstract)
Committee: Jay Kandampully (Advisor); Brian Turner (Committee Member); Robert Burnkrant (Committee Member)
Subjects: Business Administration; Communication; Management; Marketing