Las demás que le asignen las leyes.

Studies’ Models

There are some models in the sCommerce context that intersect or differ with this study’s model. This section gives an attention to similarities and differences between the model evaluated in the thesis and existing studies that have used loyalty or closely related constructs such as continuance as a dependant variable DV and satisfaction, trust or social presence as independent variables IVs (Liang et al., 2011, Zang et al., 2014, Flavián et al., 2006, Pai and Tsai, 2011, Chiu et al., 2007, Kim and Park, 2013, Lu et al., 2016).

Liang et al. (2011) (see Figure 2.2) conducted an empirical study on a popular microblog to investigate how social factors such as social support and relationship quality affect the user’s intention of future participation in sCommerce. They have two DVs, social commerce intention and continuance intention, however, this study have one DV. They study the direct effect between system quality and service quality, and continuance intention. The results indicate that social support and relationship quality affect the user’s intention of future participation in social commerce.

Drawing upon the social presence theory, the study of Lu et al. (2016) (see Figure 3.2) theorizes the nature of social aspect in online sCommerce marketplace by proposing a set of three social presence variables, social presence of Web, perception of others, and social

presence of interaction with sellers. Their study has the same idea of studying social presence, however, this research studies SP from two dimensions only, SPW and SPO. Also, their findings suggest that social presence factors grounded in social technologies contribute significantly to the building of the trustworthy online exchanging relationships.

Figure 3.2 Resrearch framework of the influence of SP, trust and sCommerce on purchase intention (Lu et al., 2016)

Zang et al. (2014) (see Figure 3.3) explored potential factors which contribute to customer loyalty in the online group-buying context. They proposed a research model included five factors which directly or indirectly affect customer loyalty of online group-buying. Their model is similar to this study’s model in terms of DV, trust and customer loyalty relationship, customer satisfaction and customer loyalty, and service quality and customer satisfaction relationship. However, this study does not study the impact of switching cost on customer loyalty or structural assurances on trust.

Figure 3.3 Research framework of antecedents of customer loyalty in online group-buying (Zang et al., 2014)

A study has been performed to determine the influence that perceived usability has on the user’s loyalty to websites that they visit (Flavián et al., 2006). The model of Flavián et al. (2006) (see Figure 3.4) similar to the current study’s model in terms of DV and trust and customer loyalty relationship, and satisfaction and loyalty relationship, satisfaction and trust. However, the usability relationships with other factors are not available in this study.

Figure 3.4 Research framework of the impact of perceived usability, satisfaction amd trust on loyalty (Casaló et al., 2008)

Pai and Tsai (2011) investigated key mediating processes (via trust, satisfaction and identification) that underlie the relationship between virtual community participation and consumer loyalty intentions. Their study model (see Figure 3.5) is similar to this study’s model in terms of DV, and trust and loyalty relationship, and satisfaction and loyalty relationship. However, community participation and community identification factors relationships is not been investigated in the current study’s model.

Figure 3.5 research framework of the influence of virtual community particiapation on consumer loyalty intentions (Pai and Tsai, 2011)

Finally, the research of Chiu et al. (2007) integrates the IS success model and fairness theory to construct a model for investigating the motivations behind learners’ intentions to continue using Web-based learning. Their research model (see Figure 3.6) is similar to this study model in terms of DV, and the information quality, system quality, and service quality relationships with satisfaction, and satisfaction with continuance intention relationship. However, some relationships is not included in this research model such as system use relationship, distributive fairness and satisfaction relationship, procedural fairness and satisfaction relationship, and interactional fairness and satisfaction relationship.

Figure 3.6 Research model for Web-based learning continuance intention (Chiu et al., 2007)

3.5

Summary

This chapter presented the study’s theoretical background, the reasons behind using social presence and trust theories and the IS success model of Delone and McLean (2003). It also presented the research model and the hypotheses arising from it. The next chapter will discuss the research methodology.

Research Methodology

The previous chapters of this study have outlined the theoretical background and foundations of the study (Chapters 2 and 3) and built a research model (Chapter 3). This chapter will discuss the methodology that was followed in this study. This includes the research philosophy and paradigms that guided this study, the research method, the research design, sampling and population, instrument design process, online questionnaire design, and data collection.

This chapter is organised into nine sections. The research paradigm is explained in section 4.2. In addition to the research paradigm, the research approach is presented. Sections 4.3 and 4.4 explain research design, sampling, and population of the study. After that, the instrument design process is explained in section 4.5, which also includes an explanation of how the common method bias was avoided in this study. The online questionnaire design and data collection are explained in sections 4.6 and 4.7 respectively. The ethical approval process is described briefly in section 4.8. Finally, section 4.9 includes a summary.