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Abstract
This study compared customers of multichannel retailers with customers of pure e-tailers in their evaluations of online store attributes and the attributes' impacts on e-loyalty. Analyses on the data of 164 (47.7%) customers of multichannel retailers and 180 (52.3%) customers of pure e-tailers in Korea largely supported our hypotheses. In evaluation of six online store attributes, communication and promotion aspects were evaluated more highly for multichannel retailers than for pure e-tailers. E-loyalty was found to be higher for pure e-tailers than for multichannel retailers. In comparing the impact of online attributes on e-loyalty, this study found invariance by e-tailing structure. Specifically, the impacts of merchandize assortment/information and security/privacy on e-loyalty were significant for both customers of multichannel and pure e-tailers; however, the impacts were higher for multichannel customers for both attributes. Communication and website design impacted e-loyalty for multichannel customers, but not for pure e-tailer customers. Neither order fulfillment nor promotion aspects contributed to e-loyalty in customers of either type of e-tailer. The findings were interpreted by Korean business structure (multichannel and pure e-tailer), and managerial implications were suggested based on the findings.