#5153. Building loyalty through perceived value in online shopping–does family life cycle stage matter?

August 2026publication date
Proposal available till 07-06-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Management of Technology and Innovation;
Strategy and Management;
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Abstract:
This study explores the influence of Family Life Cycle (FLC) stages on the perceived value-customer loyalty relationship in e-shopping. A customized FLC classification system comprising ten FLC stages was used in this study. Perceived value was measured as Utilitarian Value (UV) and Hedonic Value (HV), which acted as second-order constructs formed by utilitarian and hedonic benefits. Customer loyalty was measured as Re-Purchase Intention (RPI), positive Word of Mouth (WOM) and Willingness To Pay More (WTPM). Based on the split into FLC stages, 827 married women e-shoppers in metropolitan cities participated in the study. Value-loyalty and benefits-loyalty relationships were measured using PLS-SEM (partial least squares structural equation modeling) and differences in group behaviour were observed using PLS-MGA (partial least squares multigroup analysis). Results showed that UV had a significant dominant effect on all value dimensions, while HV had a significant effect on only the dimension, WOM. In effect, this study showed strong empirical evidence that FLC stages play a significant role in e-shopping Value-Loyalty and Benefit-Loyalty relationship.
Keywords:
customer loyalty; demography; family life cycle (FLC); hedonic value; Online shopping; utilitarian value; willingness to pay more; word of mouth

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