The Effect of Customers’ Extrinsic and Intrinsic Motivation on Their e-Commerce Store Loyalty: A Four-Country Comparison

Abstract Customer loyalty represents a key metric in dynamic, competitive e-commerce environments. While prior authors have explored loyalty dynamics, acumen of the effect of customers’ motivational sub-types (i.e., external material and social, introjected, identified, and intrinsic regulation) on customer loyalty in this context remains scant, particularly across countries featuring different cultural profiles, exposing an important literature-based gap. Bridging the gap, this study deploys organismic integration theory to explore the role of these customer loyalty drivers across four countries, including the USA (n = 275), China (n = 293), Spain (n = 309), and Lithuania (n = 482). To examine these effects, we adopt partial least squares structural equation modeling (PLS-SEM). The results suggest that intrinsic regulation enhances affective loyalty but not cognitive loyalty across all countries, while the effects of external, introjected, and identified regulations on loyalty dimensions differ significantly by country. We conclude by discussing pertinent implications that arise from our research.

• Publication year

  2025

• Venue

  Journal of International Consumer Marketing

• Publication date

  2025-08-23

• Fields of study

  Not labeled

• Identifiers
  DOI 10.1080/08961530.2025.2549681
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

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