Effect of Website Characteristics on Consumer Loyalty: A Multilevel Analysis

• Main Authors: MITHAS, Sunil, RAMASUBBU, Narayan, Krishnan, M. S., Claes, Fornell
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2003
• Subjects: Website effectiveness; customer relationships; customer satisfaction; online surveys; business value of IT; e-commerce; hierarchical linear modeling (HLM); Artificial Intelligence and Robotics; Databases and Information Systems
• Online Access: https://ink.library.smu.edu.sg/sis_research/1186; http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1193&context=icis2003
• Institution: Singapore Management University

This paper uses a hierarchical linear modeling approach to examine factors that affect Website effectiveness from a customer viewpoint. Use of hierarchical linear modeling allows analysis of multilevel and cross-level interactions that have not been explicitly considered in previous research. Our preliminary analysis of online Web survey data suggests that the relative importance of different Website features may vary depending on the domain in which Websites are nested.