The Influence of Online Shopping Values and Web Atmospheric Cues on E-Loyalty: Mediating Role of E-Satisfaction

An exponential growth in the Indian e-commerce sector has attracted many national and international online retailers. Besides, price and promotional schemes, these e-retailers use website features - informativeness, entertainment and effectiveness of content, to differentiate from other players. This paper attempts to decipher the influence of hedonic and utilitarian shopping values and web atmospheric cues on e-satisfaction. From the survey findings, it is observed that web cues have greater influence in shaping e-satisfaction. Further, within the input variables effectiveness of information content has the largest influence on e-satisfaction. The study also highlights the importance of mediating role of e-satisfaction between shopping values, website features and e-loyalty. The paper suggests select marketing strategies for e-retailers.