E-commerce web site loyalty: A cross cultural comparison

Jengchung Victor Chen, David C. Yen, Wannasri Pornpriphet, Andree E. Widjaja

Research output: Contribution to journalArticlepeer-review

79 Citations (Scopus)


This study investigates the factors that affect e-loyalty in e-commerce websites. The e-loyalty model proposed in this study is based on DeLone and McLean’s IS Success Model. E-loyalty is explained using three independent factors (information quality, system quality, and service quality), and two mediating factors (trust and customer satisfaction). The proposed model was tested with Thai and Taiwanese samples using Structural Equation Modeling (SEM) data analysis. The study yielded different results when Thai and Taiwanese samples were tested using SEM multi-group moderation data analysis. This study incorporated the concepts of national identity (NATID) and Hofstede’s five cultural dimensions to better explain cultural differences between the two countries and how culture can affect the e-commerce environment.

Original languageEnglish
Pages (from-to)1283-1299
Number of pages17
JournalInformation Systems Frontiers
Issue number6
Publication statusPublished - 2015 Dec 1

All Science Journal Classification (ASJC) codes

  • Theoretical Computer Science
  • Software
  • Information Systems
  • Computer Networks and Communications


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