Exploring the effective factors of e-loyalty in online stores

The purpose of this study is to identify the effective factors of e-loyalty in online stores. For this purpose, a conceptual model has been developed that the effects of e-trust and e-relationship Satisfaction and Innovation on e-loyalty were examined, and also the factors that indirectly affect e-loyalty through e-trust were identified. These factors include e-service quality, perceived usefulness, and social media. The research population consists of customers of e-commerce companies and online stores in Iran, of which a sample of ۳۰۰ has been selected through convenient sampling. The data was sourced through primary sources and a structured questionnaire was administered to the respondents through the use of a five-point Likert scale system, and the SMART-PLS-SEM was used to analyze the fitness of the data and test the research. Results revealed that all path coefficients (except Perceived usefulness -> e-Trust) represent positive and significant relationships.

کلیدواژه ها:

e-loyalty ، e-trust ، e-relationship satisfaction ، innovation ، e-service quality ، Perceived usefulness ، and social media.