Manuscript Title:

WHAT INFLUENCES ONLINE STOCK TRADERS’ ONLINE LOYALTY INTENTION? THE MODERATING ROLE OF WEBSITE FAMILIARITY

Author:

B. JEYAPRABHA, Dr. C. SUNDAR

DOI Number:

DOI:10.17605/OSF.IO/NM4K5

Published : 2022-05-23

About the author(s)

1. B. JEYAPRABHA - Research Scholar, Department of Management Studies, SRMIST, Vadapalani, India.
2. Dr. C. SUNDAR - Dean & Professor, School of Management, SRMIST, Ramapuram Campus, India.

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Abstract

Intense competition in the e-business makes the e-retailers to think of ways to increase market share. This study emphasizes the need, and creates a framework for the online customer loyalty in online stock broking sphere. The objective of this study is to investigate the relationship between the dimensions of e-service quality and e-loyalty, with website familiarity as a moderating variable.The study employed a non-probability convenient sampling methodology. Only people who had traded in the stock market through stockbrokers were eligible to participate. Through a systematic self-administered questionnaire, 390 genuine individual consumers from Chennai, India were selected. SEM was used to test the model. The findings suggest that website familiarity moderates the association between the aspects of online service quality and online loyalty. The study's limitations and managerial implications were examined.


Keywords

E-Servqual, e-loyalty, website familiarity