Effects of outcome, process and shopping enjoyment on online consumer behaviour

Customer value is one of the most powerful forces in today’s marketplace and emerging as the strategic imperative for the 1990s. In this study, we proposed a three-component customer value model for e-commerce. Drawing upon the literature in marketing and information systems, our research model decomposed customer value into process value, outcome value, and shopping enjoyment. The results from this study showed that outcome value and process value contributed significantly to customer satisfaction and loyalty. Also, evidences confirmed that customer satisfaction affect customer loyalty. Enjoyment, however, had no significant positive impact on customer satisfaction.