Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding

作者：

Highlights：

• Gen Y has emerged as an enormous force with growing spending power.

• Their responses to online shopping is different from other cohorts.

• Trust is the most important antecedent of e-loyalty for Gen Y customers.

• Brand equity is also a key precursor of e-loyalty.

• Flow is also a significant precursor of e-loyalty for this cohort.

摘要

•Gen Y has emerged as an enormous force with growing spending power.•Their responses to online shopping is different from other cohorts.•Trust is the most important antecedent of e-loyalty for Gen Y customers.•Brand equity is also a key precursor of e-loyalty.•Flow is also a significant precursor of e-loyalty for this cohort.

论文关键词：Generational theory,Flow theory,E-commerce,Generation Y,Millennials,Hotel,Trust,Loyalty

论文评审过程：Received 22 December 2015, Revised 28 February 2016, Accepted 4 March 2016, Available online 12 March 2016, Version of Record 12 March 2016.

论文官网地址：https://doi.org/10.1016/j.chb.2016.03.014