African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4131

Full Length Research Paper

Determinants of firms marketing strategies on consumers’ loyalty intention toward online stores

Tsui-Yii Shih
Department of International Business, National Taipei College of Business, Taipei, Taiwan, R. O. C.
Email: [email protected]

  •  Accepted: 29 June 2011
  •  Published: 30 September 2013


In order to expand virtual retailing market, it is important to consider consumer-level opinion toward online stores and its relation to market-level measures of performance, such as marketing strategies, channel brand impression and customer online store loyalty intention. In this research, three online stores are selected as the research targets. A questionnaire survey is conducted to verify the determinant effects of firms marketing strategies and channel brand impression on loyalty intention toward online stores among consumers using second-order structural equation modeling (SEM) methods. The findings of this study suggest that online stores to the following: first, intensify emotional appeal in their advertising strategy; second, sell international brand products in the context of a brand alliance strategy; and third, develop channel brand impression helpful to the online store loyalty intention of consumers.


Key words: Pricing, brand impression, online store, structural equation modeling.