Constructing the Concept of Electronic Behavioral Loyalty: A Review.

  The main purpose of this research paper is to review and critique the available literature on e- behavioral loyalty through online retails, which has been published between 2015 and 2021. In addition to assessing the measurement models that are used to test the e-loyalty phenomenon, it develops a new conceptual measurement model of e-loyalty and its concept.This research employs an integrative literature review approach, which involves analyzing multiple empirical articles published from 2015 to 2021. The aggregation is constructed on the databases, such as science direct, Google Scholar, E-Besco, Emerald, and Scopus. The search process included scientific articles published in the English language and included studies that handle the concept and scale of e-behavioral loyalty or behavioral loyalty via the Internet independently, also within the component of the concept of e-loyalty or loyalty through the Internet.The first stage of filtration, reveals 205 academic scientific papers are related to a key research topic "e- loyalty", the researcher has excluded 16195 articles for different reasons; as they are not in the English language, irrelevant abstracts or title keywords, terms, criterion, measurement statements, sample, and field of research. Qualitative studies were omitted from this review because it focuses on the instruments utilized to assess electronic loyalty and their psychometric characteristics.
The second stage of filtration has excluded 128 papers for the following reasons: i) investigation of electronic behavioral loyalty or online behavioral loyalty, ii) lack of satisfaction from the inclusion criteria (principally qualitative research). The critical review involves n= 28 academic scientific papers (quantitative) because they match the criteria and objective of the research review, and they are as follows: term, criterion, measurement statements, sample, and field of research.
This research concluded that the previous studies found that there is a scarcity of studies that handled e- behavioral loyalty from a comprehensive perspective, moreover, it studied the loyalty concept from a traditional retail perspective in the context of online retail.The study presents concepts of electronic behavioral loyalty based on the motives of shoppers and consumers via the Internet and determines the components of the behavioral act for e-loyalty. Moreover, it supposes a measurement model of e-loyalty in online retail.Further validation of the concept with further application of scale in future studies.The concept of electronic loyalty has many aspects. commerce site managers should carefully consider this finding when building e-loyalty for consumers