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Guided by the concept of social exchange in social psychology, this study investigates the causal effect of website interactivity on two conceptually distinctive types of website loyalty\u2014transactional loyalty and relational loyalty. This paper finds positive effects of website loyalty on both types of loyalty, while revealing positive effects of transactional loyalty on relational loyalty and overall loyalty. Furthermore, relational loyalty is found to contribute more to overall loyalty than transactional loyalty. E-commerce firms are advised to offer attractive incentives in a systematical manner to gradually convert more temporary transactional loyalty to more long-term relational loyalty. Finally, firms must devise a portfolio of different marketing strategies to cater to the customers located on different points on transactional loyalty.<\/p>","DOI":"10.4018\/jebr.2010100101","type":"journal-article","created":{"date-parts":[[2011,2,15]],"date-time":"2011-02-15T20:17:44Z","timestamp":1297801064000},"page":"1-12","source":"Crossref","is-referenced-by-count":3,"title":["Effects of Website Interactivity on e-Loyalty"],"prefix":"10.4018","volume":"6","author":[{"given":"Wen-Jang","family":"Jih","sequence":"first","affiliation":[{"name":"Middle Tennessee State University, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Su-Fang","family":"Lee","sequence":"additional","affiliation":[{"name":"Overseas Chinese University, Taiwan"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Yuan-Cheng","family":"Tsai","sequence":"additional","affiliation":[{"name":"Overseas Chinese University, Taiwan"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"2432","reference":[{"key":"jebr.2010100101-0","doi-asserted-by":"publisher","DOI":"10.1037\/0033-2909.103.3.411"},{"key":"jebr.2010100101-1","doi-asserted-by":"publisher","DOI":"10.2307\/1252172"},{"issue":"2","key":"jebr.2010100101-2","doi-asserted-by":"crossref","first-page":"119","DOI":"10.1111\/j.1540-627x.2005.00129.x","article-title":"The impact of interactivity and design sophistication on the performance of commercial websites for small businesses.","volume":"43","author":"P.Auger","year":"2005","journal-title":"Journal of Small Business Management"},{"key":"jebr.2010100101-3","first-page":"76","article-title":"Evaluating model fit","author":"P. 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