“WHAT DRIVES CONSUMERS TO BE BRAND LOYAL IN ONLINE BUYING IN EXPERIENCE PRODUCT CATEGORY? A LITERATURE REVIEW"

Over the last decade and a half, the idea of online loyalty has been studied highly in the literature, and still it endures to be a topic of persistent inquiry for both researchers and companies. The incredible development of the Internet for both marketing and online environment, in combination with the increasing desire of customers to purchase online, has helped the development of diverse e-loyalty research models. Literature on online shopping suggests trust on a brand and online shopping as two main drivers for evolving effective long-term relationship but astonishingly a complete model describing all major antecedents and consequences of trust on a brand and online shopping is not available in the existing body of knowledge. All independent factors in the model were individualistically predictive of intent to shop online and supported the theoretical model by demonstrating the predicted direction of the relationship.