How to Improve E‐Satisfaction and E‐Loyalty and Strengthen the Links Between Them: Value From Regulatory Fit

This article aims to investigate how regulatory fit can improve e-satisfaction and e-loyalty and strengthen the links between e-satisfaction and both its antecedents two technology acceptance model factors and the perceived quality of e-shopping and consequence e-loyalty. The research model and hypotheses are constructed through a literature review. An empirical study is performed to test the proposed research model, using survey research. The data are gathered via a questionnaire, which is developed on the basis of prior empirical studies. Results from this study point to the following: first, the two technology acceptance model factors and the perceived quality of e-shopping significantly affect e-satisfaction, which in turn e-loyalty. Second, regulatory fit not only improves e-satisfaction and e-loyalty but also strengthens the links between e-satisfaction and both its antecedents and consequence. On the basis of these findings, the implications are discussed and directions for future research are highlighted.

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