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Examining e-loyalty towards online shopping platforms: The role of coupon proneness and value consciousness

Xiabing Zheng (School of Management, University of Science and Technology of China, Hefei, China)
Matthew Lee (Department of Information Systems, City University of Hong Kong, Kowloon, Hong Kong)
Christy M.K. Cheung (Department of Finance and Decision Sciences, Hong Kong Baptist University, Kowloon Tong, Hong Kong)

Internet Research

ISSN: 1066-2243

Article publication date: 5 June 2017




Existing research has long considered e-loyalty as a key to the success of online shopping. The purpose of this paper is to advance the theoretical understanding of e-loyalty by exploring the roles of coupon proneness and value consciousness in the context of online shopping platforms.


The authors empirically tested the research model using a sample of 537 users of an online shopping platform in a longitudinal setting.


The results provided support to all the hypotheses in the research model; particularly, the authors found that coupon proneness and value consciousness play important roles in explaining e-loyalty. They both exhibited significant moderating effects on the relationship between loyalty intentions and repurchase behaviors. The impact of trust on loyalty intentions was also examined.

Research limitations/implications

The authors believe that this study will shed light for practitioners and enable researchers to deepen their understanding of e-loyalty in online shopping platforms.


The research better explains the gap between two important price-tactics-related variables (including coupon proneness and value consciousness); and further examines their roles in determining customers’ repurchase behaviors in the context of online shopping, which is not well examined in previous studies.



This manuscript was submitted in January 2016 before Dr Christy M.K. Cheung, one of the co-authors of this manuscript, was appointed as the Editor-in-Chief of the journal in April 2016. The editor-author has been intentionally excluded from all aspects of the review process and is not aware of the choice of peer reviewers. All the editorial decisions regarding this manuscript was made by the former Editor-in-Chief, Dr Bernard J. Jansen. This work described in this paper was supported by the National Natural Science Foundation of China (Project No. 71631006). The authors express their thanks to the editors and the anonymous referees for their constructive suggestions.


Zheng, X., Lee, M. and Cheung, C.M.K. (2017), "Examining e-loyalty towards online shopping platforms: The role of coupon proneness and value consciousness", Internet Research, Vol. 27 No. 3, pp. 709-726.



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