Buying environment characteristics in the context of e‐service

Purpose – This study aims to examine how buying environment characteristics, which are not directly associated with price or product information, are related to overall e‐satisfaction; and how e‐satisfaction and e‐loyalty are interrelated. Design/methodology/approach – A convenience sample of 366 female and male college students from three universities (East coast, Midwest and West coast) participated. Exploratory factor analysis, confirmatory factor analysis and structural equation modeling via LISREL 8.0 were conducted. Findings – The findings showed that, of the six dimensions of buying environment characteristics, convenience, web appearance and entertainment value had a direct effect on e‐satisfaction. In addition, the study found a significant positive relationship between e‐satisfaction and e‐loyalty. Research limitations/implications – Generalizing the results is limited by the use of a convenience sample of college students. To generalize the findings, more diversified random samples across gender and age are suggested. Practical implications – The research provides useful implications to online retailers concerning which attributes should be given closer attention to improve customer satisfaction and e‐loyalty. Originality/value – The study provides useful, practical information to online retailers by showing how customer‐centered e‐service attributes have an impact on e‐satisfaction, which in turn influences consumer e‐loyalty.