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Understanding the Determinants of E-Loyalty in Azerbaijan’s E-Commerce Market: The Role of Satisfaction and Trust

Talibova, Shahana LU (2026) SKOM12 20251
Department of Strategic Communication
Abstract
As the internet continues to expand, e-commerce has become a vital part of the global economy. Although online consumer behavior differs from traditional one, loyalty is still the main indicator of online business success and it is called as e-loyalty. E-loyalty, defined as an individual’s favorable attitude that leads to repeated purchases from the same e-retailer, is context- dependent. This research using Oliver’s loyalty models, E-service quality models, and TRA examined the main factors (e-satisfaction, e-trust, perceived value, fulfillment, customer service, platform design, social influence) role in the e-loyalty formation within the context of Azerbaijan’s developing ecommerce market. This study aims to clarify the relative effects... (More)
As the internet continues to expand, e-commerce has become a vital part of the global economy. Although online consumer behavior differs from traditional one, loyalty is still the main indicator of online business success and it is called as e-loyalty. E-loyalty, defined as an individual’s favorable attitude that leads to repeated purchases from the same e-retailer, is context- dependent. This research using Oliver’s loyalty models, E-service quality models, and TRA examined the main factors (e-satisfaction, e-trust, perceived value, fulfillment, customer service, platform design, social influence) role in the e-loyalty formation within the context of Azerbaijan’s developing ecommerce market. This study aims to clarify the relative effects of these predictors by simultaneously including them in multiple regression models.
Data was collected from 309 active online shoppers in Azerbaijan and analyzed using SPSS. The results indicate that e-satisfaction is the primary predictor of e-loyalty, followed by e-trust. Within these relationships, perceived value emerged as the strongest driver of e-satisfaction, while customer service was the most influential factor in building e-trust. Furthermore, the study highlights the importance of practical website features. Fulfillment and platform design, specifically the quality of information, platform ease of use, and product offerings, positively impact both e-satisfaction and e-trust. Interestingly, the findings reveal that personalization and aesthetics do not contribute to either e-satisfaction or e-trust. This suggests that in Azerbaijan’s e-commerce landscape, consumers prioritize functional utility, fulfillment, and clear information over visual appeal or personalized marketing strategies. (Less)
Please use this url to cite or link to this publication:
author
Talibova, Shahana LU
supervisor
organization
course
SKOM12 20251
year
type
H2 - Master's Degree (Two Years)
subject
keywords
e-loyalty, e-commerce, e-trust, e-satisfaction, e-service quality, Azerbaijan, perceived value, social influence, marketing communication
language
English
id
9224305
date added to LUP
2026-03-18 14:08:17
date last changed
2026-03-18 14:08:25
@misc{9224305,
  abstract     = {{As the internet continues to expand, e-commerce has become a vital part of the global economy. Although online consumer behavior differs from traditional one, loyalty is still the main indicator of online business success and it is called as e-loyalty. E-loyalty, defined as an individual’s favorable attitude that leads to repeated purchases from the same e-retailer, is context- dependent. This research using Oliver’s loyalty models, E-service quality models, and TRA examined the main factors (e-satisfaction, e-trust, perceived value, fulfillment, customer service, platform design, social influence) role in the e-loyalty formation within the context of Azerbaijan’s developing ecommerce market. This study aims to clarify the relative effects of these predictors by simultaneously including them in multiple regression models.
Data was collected from 309 active online shoppers in Azerbaijan and analyzed using SPSS. The results indicate that e-satisfaction is the primary predictor of e-loyalty, followed by e-trust. Within these relationships, perceived value emerged as the strongest driver of e-satisfaction, while customer service was the most influential factor in building e-trust. Furthermore, the study highlights the importance of practical website features. Fulfillment and platform design, specifically the quality of information, platform ease of use, and product offerings, positively impact both e-satisfaction and e-trust. Interestingly, the findings reveal that personalization and aesthetics do not contribute to either e-satisfaction or e-trust. This suggests that in Azerbaijan’s e-commerce landscape, consumers prioritize functional utility, fulfillment, and clear information over visual appeal or personalized marketing strategies.}},
  author       = {{Talibova, Shahana}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Understanding the Determinants of E-Loyalty in Azerbaijan’s E-Commerce Market: The Role of Satisfaction and Trust}},
  year         = {{2026}},
}