Satisfaction trust and loyalty of repeat online consumer within the Japanese online supermarket trade

• We incorporated shopping experiences into the marketing mix model to examine shopper's loyalty towards the same e-vendor.
• Between e-trust and e-satisfaction, e-satisfaction has a more significant impact on repeat online shoppers' loyalty.
• Emphasis should be on promotional efforts, pricing and shoppers' experience when determining repeat customers’ e-satisfaction.
• When determining repeat customers’ e-trust, focus needs to be on product, promotional pricing and shoppers’ experience.

Japanese consumers are changing their consumption patterns, following those of the Europeans and Americans (Salsberg, 2010). Generally known to be brand and quality conscious, Japanese are not willing to sacrifice quality and convenience for discounted and online purchases. Japanese consumers pick and choose their products differently. In general, the modified structural equation model shows that all relationships proposed by the theoretical model were significant except for two (i.e. product towards satisfaction and distribution towards e-satisfaction). The results suggest that to determine an online repeat shopper's e-satisfaction, companies need to focus their attention on their promotional activities, pricing and shopper's experience. On the other hand, when companies are seeking to determine an online repeat shopper's e-trust, companies need to focus their attention on product, promotional pricing and shopper's experience. Most importantly, the results show that between e-trust and e-satisfaction, e-satisfaction has a more significant impact on repeat online shoppers' loyalty.

Chinese Abstract日本的消费者跟随着欧洲和美国消费者的脚步，正在改变他们的消费模式（Salsberg，2010年）。日本人通常被认为是品牌和质量意识比较强的，他们不会愿意以牺牲质量和便利性为代价去购买打折和网上的商品。日本消费者挑选和选择产品的方式是有差异的。 在一般情况下，修改后的结构方程模型表明，几乎所有通过理论模型提出的关系都是非常密切的，有两个例外（即产品对满意度的影响和配送对网上购物满意度的影响）。结果表明，若要确立网上购物常客的网上购物满意度，商家需要把它们的注意力集中在它们的促销活动、定价以及购物体验上。 在另一方面，如果商家想要确立网上购物常客的网上购物信任度，它们需要把注意力集中在产品、促销定价以及购物体验上。更为重要的是，结果表明，网上购物满意度较之网上购物信任度更能影响网上购物常客的忠诚度。