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Impact of satisfaction with e-retailers’ touch points on purchase behavior: the moderating effect of search and experience product type

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An Erratum to this article was published on 03 September 2015

Abstract

This study develops and tests a consumer touch-point satisfaction model of online purchase. The model captures the moderating effect of search and experience product type on the relationships among the satisfaction with two of the e-retailer’s touch points (e-shopping site and social media sites), loyalty intention, and purchase. Analysis results show significant moderating effect of product type on these relationships. The results show that the effect of e-shopping site satisfaction on loyalty intention and the effects of social media site satisfaction as well as loyalty intention on purchase are stronger for search products than for experience products. However, the effect of social media sites’ satisfaction on loyalty intention is stronger for experience products than that of search products. The paper concludes with a discussion of managerial implications, limitations, and future research directions.

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Acknowledgments

The authors extend their appreciation to the Deanship of Scientific Research at the King Saud University for funding the work through the Research Group Project No. RGP-011.

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Authors and Affiliations

  1. Marketing and e-Commerce College of Business and Innovation, The University of Toledo, Toledo, OH, 43606, USA

    Jeen-Su Lim

  2. Marketing College of Business Administration, King Saud University, Riyadh, Saudi Arabia

    Abdulrahman Al-Aali

  3. Information Systems College of Business Administration, Wayne State University, Detroit, MI, 48202, USA

    John H. Heinrichs

Authors
  1. Jeen-Su Lim
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  2. Abdulrahman Al-Aali
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  3. John H. Heinrichs
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Correspondence to Jeen-Su Lim.

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Lim, JS., Al-Aali, A. & Heinrichs, J.H. Impact of satisfaction with e-retailers’ touch points on purchase behavior: the moderating effect of search and experience product type. Mark Lett 26, 225–235 (2015). https://doi.org/10.1007/s11002-014-9334-x

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