Introduction
Customer loyalty is vital to the success of online stores, which compete in an ever-advancing technological realm. Online shoppers have virtually instant access to the best deals through powerful search engines and competitors are just a click away (Reichheld & Schefter, 2000). E-store loyalty generates repeat sales, increases customers' willingness to pay a premium, strengthens customers' resistance against competitors' marketing effort, and reduces customer acquisition cost as loyal customers are often eager to spread positive word-of-mouth (Roy, Lassar, & Butaney, 2014; Toufaily, Ricard, & Perrien, 2013).
Much research has established that online shoppers' loyalty is significantly and directly affected...