Moderating Effect of Personal Innovativeness in the Model for E-store Loyalty

Customer loyalty is an eventful precondition of enterprise development. Many researches indicated that the customer satisfaction and switching costs are important predictors of the customer loyalty. However, few studies focus on the moderating variables between these relationships. This study focuses on the moderating effect of personal innovativeness to the relationship between customer satisfaction, switching costs and E-store loyalty. The results show that the customer satisfaction and switching costs have positive significant impact on E-store loyalty, and personal innovativeness has moderating effect on the relationship between switching costs and E-store loyalty.