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EMAC 2024 Annual


What drives customer satisfaction for apparel bought online? Analysis of the influence of time savings, money savings and effort savings on e-satisfaction.
(A2024-119325)

Published: May 28, 2024

AUTHORS

Anne Françoise Audrain, ESG -UQAM; Reine Fortunée Alohomin Gantoli, Université du Québec à Montréal; Julien Francois, Université du Québec à Montréal

ABSTRACT

Although well documented for physical stores, the consumer motives for buying apparel online are still little investigated. Drawing on the theory of consumer efficiency (Down, 1961), we propose and test a theoretical framework that relates three drivers of shopping apparel online, ‘time savings,' ‘effort savings’ and ‘money savings’ to e-satisfaction, e-loyalty and e-word of mouth. To test our hypotheses, we conducted a survey with 247 online buyers during the 2022 Covid-19 pandemic lockdown in Canada. The data were analysed with partial least squares structural equation modeling. Our findings reveal that money savings have a strong effect on e-satisfaction, which in turn determines e-loyalty and e-word-of-mouth. Time savings are also found to have an influence on e-satisfaction, while ‘effort savings have no influence. Lastly, our results indicate that e-satisfaction competitively mediates the relationship between money savings and both e-loyalty and e-word-of-mouth.