—Customer loyalty is a key determinant of B2C
e-commerce survival, competitive advantage, and the long-term
success. Loyalty can be divided into 2 types: attitudes loyalty,
represented by customer purchase intention and customer’s
positive word of mouth, and behavioral loyalty, represented by
customer repurchase intention. Based on literature review, it
was found that customer loyalty antecedents included website
quality, customer trust, perceived value of customer, and
customer satisfaction. The purpose of this paper is to build a
proposed model based on DeLone & McLean e-commerce
success model and adding related factor between website
quality and customer loyalty, which consists of internet
shopping value, customer trust, and customer satisfaction. This
proposed model provides more understanding of the factors
that influence customer loyalty in B2C e-commerce. It also
presents hypotheses and develops a structural equation model
for further empirical studies.
—B2C e-commerce, e-commerce success model,
website quality, customer loyalty.
The authors are with King Mongkut’s Institute of Technology
Ladkrabang, Bangkok, Thailand (e-mail: firstname.lastname@example.org,
Cite: Saowakhon Homsud and Singha Chaveesuk, "Understanding a Proposed Model of Customer Loyalty
Formation in B2C e-Commerce," International Journal of Future Computer and Communication vol. 3, no. 3, pp. 191-194, 2014.