Perceived value of recommended product and consumer e-loyalty: an expectation confirmation perspective
ISSN: 1747-3616
Article publication date: 21 August 2023
Issue publication date: 13 November 2023
Abstract
Purpose
The purpose of this study is to examine the effect of perceived value of recommended product on consumer’s e-loyalty, based on the proposition of expectation confirmation theory. Vendors’ reputation is tested as the mediator in the perceived value of recommended product and e-loyalty relationship, whereas shopping enjoyment is predicted as the moderator that conditions the perceived value of recommended product and e-loyalty relationship through vendors reputation.
Design/methodology/approach
Data were collected via an online survey platform and through a QR code. Partial least squares analysis, confirmatory factor analysis and structural equation modeling were used to verify the research proposed model.
Findings
The findings revealed that the perceived value of recommended product had a significant positive effect on E-loyalty; in addition, the perceived value of the recommended product and e-loyalty link was partly explained by e-shopper’s confidence in vendor reputation. Therefore, the study established that the direct and indirect relationship between the perceived value of the recommended product and e-loyalty was sensitive and profound to shopping enjoyment.
Originality/value
This study has established that the perceived value of a recommended product can result in consumer loyalty. This has successively provided the e-shop manager and other stakeholders with novel perspectives about why it is necessary to understand consumers’ pre- and postacquisition behavior before recommending certain products to the consumer.
Keywords
Acknowledgements
This work is funded by the School of Management Science of Hefei University of Technology, and the National Natural Science Foundation, China [No.71722010]. The authors sincerely extend their gratitude to Michael Osei Aboagye (PhD), Department of Interdisciplinary Studies, Akenten Appiah-Menka University of Skills Training and Entrepreneurial Development, (AAMUSTED), Kumasi – Ghana for his selfless support during the conduct of this study.
Citation
Ampadu, S., Jiang, Y., Gyamfi, S.A., Debrah, E. and Amankwa, E. (2023), "Perceived value of recommended product and consumer e-loyalty: an expectation confirmation perspective", Young Consumers, Vol. 24 No. 6, pp. 742-766. https://doi.org/10.1108/YC-08-2022-1597
Publisher
:Emerald Publishing Limited
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