The aim of this study is to explore the determinants of cognitive loyalty in an online shopping envi-ronment. The study established a theoretical model by incorporating both e-service quality model and commitment-trust theory. A total of 937 responses were collected form Indian online shoppers by using the mail survey method. We assessed measurement model and structural model by using SPSS and AMOS. Study outcomes confirm that customer satisfaction, e-trust, commitment, and cognitive loyalty were strongly influenced by e-service quality and perceived value. Further, satisfaction had direct and positive influence on both e-trust and commitment but not on cognitive loyalty. E-trust had a positive impact on e-commitment and cognitive loyalty. Lastly e-commitment had a positive influence on cognitive loyalty. Based on the existing literature, there was a dearth of theo-retical understanding of cognitive loyalty in an emerging economy perspective. Thus, the current study accomplished the critical theoretical gap by encompassing previous investigations. We examined the phenomenon of customer loyalty by integrating e-service quality model and commitment-trust theory in business to consumer e-commerce environment while considering e-satisfaction as a mediator, highlighting the originality and contribution of the current research to the online consumer loyalty literature.

In the learning theory, the vast majority of both theoretical and applied research have concentrated on the developed world. In contrast, developing, in particular, emerging economies have drawn much less attention. Moreover, empirical outcomes are conflicting, with some studies revealing learning-by-doing to have a positive impact, but others finding learning-by-doing to have a negative effect on the performance. Therefore, this study is conducted through the Metropolis-Hastings and Gibbs samplers in the context of a Cobb-Douglas specification to evaluate the effects of learning-by-doing on firm performance on a panel data of the 227 manufacturing firms listed on the Vietnamese stock market. A Bayesian mixed-effects regression used allows for capturing the varying effects of all the researched firms. The study found that firm-specific learning-by-doing has a strong positive influence on firm performance. This finding is accordant with the predictions of the learning theory, many previous investigations, as well as the fact that in a fast-growing economy like Vietnam, firm-specific learning-by-doing is closely associated with economic growth. Some helpful policy implications proposed are aimed at increasing productivity for firms in emerging economies.