Modelling the Complexity of e-Loyalty: The Role of e-Value, e-Trust, e-Satisfaction, and e-Commitment

Tania von der Heidt*, Southern Cross University, tania.vonderheidt@scu.edu.au
Ponirin Ponirin, ponirin.10@scu.edu.au

Keywords: e-loyalty, e-satisfaction, e-trust, e-value, e-commitment, e-commerce

Abstract
The increasing competition in electronic commerce pushes e-stores to increase their efforts to keep their online customers loyal. Yet the interplay of factors driving customer loyalty in the online environment is complex and poorly understood. This paper describes a theoretical model of the four main antecedents of e-loyalty e-trust, e-value, e-satisfaction and e-commitment. Ten hypotheses were developed for empirical testing on a sample of 391 online customers in Indonesia. The results indicate that e-loyalty was significantly influenced by all four factors, whereby e-satisfaction had a stronger impact than e-value, e-commitment and e-trust. The theoretical and managerial implications are discussed.

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Salesforce Integration in New Product Development – A Key Driver of New Product Success?

Prof. Dr. Sabine Kuester, Department of Marketing, University of Mannheim, Germany
Prof. Dr. Andreas Hildesheim*, MIB, Department of Marketing, University of Mannheim, Germany

Abstract
In our study, we investigate the impact of salesforce integration intensity on new product success. Drawing on the resource-based view of the firm, we argue that the company-internal processing of market information provided by salespeople represents a critical resource for the development of successful new products. Data on 269 companies provide empirical evidence that salesforce integration represents a key driver of new product success. This effect can partly be explained by new products? competitive advantage that results from the incorporation of salespersons? market insights. The study also demonstrates that information quality, timing, and environmental turbulence influence the effectiveness of salesforce integration intensity in achieving higher levels of new product performance.

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Credibility of Online Reviews and Initial Online Trust in Hotel Services; The Roles of Similarity and Review Quality

Sony Kusumasondjaja. Airlangga University.

Abstract
As a new type of word-of-mouth media, online hotel review sites have a significant role in travellers? decision making. Despite of growing popularity and adoption among travellers, online reviews are often questioned for their credibility. The purpose of this study is to investigate how review quality and perceived similarity affect travellers? perception of credibility of the reviews and their initial trust in the hotel being reviewed. A survey involving 430 real travellers from 16 countries was conducted in popular tourist destination. Results confirm that (1) review quality affects credibility and initial trust in hotel services; (2) similarity affects credibility and initial trust in hotel services; (3) credibility of online reviews affects initial trust in hotel services.

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How Do Sustainability Labels Influence Consumers’ Choices?

Janet Hoek. University of Otago. janet.hoek@otago.ac.nz
Leah Watkins. University of Otago. leah.watkins@otago.ac.nz
Duncan Hedderley. The New Zealand Institute for Plant and Food Research Limited.
Duncan.Hedderley@plantandfood.co.nz

Keywords: Sustainability; front-of-pack labelling; heuristics.

Abstract
Although consumers’ growing environmental concerns have received detailed attention, the influence of sustainability information on their choices, has not. An on-line study of consumers’ perceptions found some evidence that consumers have stronger preferences for products featuring environmental information presented in the form of a visual heuristic. However, the label format had little overall influence on choice behaviour and price and flavour accounted for most of the variance in respondents’ selections. Although the labels tested performed similarly, the fact consumers use these in conditions favoring peripheral processing, suggests an eco-label featuring visual heuristics may promote sustainable choices more effectively than other options.

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