Authors : Parviz Kashfi and Jalal Ebrahimi Askari
Abstract: The aim of this study is to determine the role of brand loyalty on online consumer behavior in the mitigation sites. In this regard, consumer behavior was defined as four variables including satisfaction, product variety, type of transaction and recommendations. This study is a functional and descriptive research. In this regard, according to the details and backgrounds, information was collected through questionnaires among the research community. The results indicate that there is a relationship between product diversification and more satisfaction of consumers. Also recommend for buying from the site to others leads to the satisfaction of other consumers and the type of transaction is related to customer satisfaction such that as satisfaction rate of each customer is higher, the normal use changes to account and personal panel. In this regard, due to the moderator role of brand loyalty, it can be stated that in buying, the discount of shopping sites is important and the results showed that the moderator role of brand loyalty is significant to the type of transaction and recommending to others but is not significant to product diversity.
Parviz Kashfi and Jalal Ebrahimi Askari, 2016. Determining the Role of Brand Loyalty on Online Consumer Behavior in the Mitigation Sites. International Business Management, 10: 4995-4998.