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[Access: 28 May 2017]

28 May 2016]

**71**

**Chapter 5**

**Abstract**

behavior online and e-loyalty.

e-loyalty, organizational values

we can distinguish three dimensions [2]:

allow us act orienting us to achieve ours outputs.

**1. Introduction**

dangers."

is well or what is bad [6–10].

Values and e-Consumer Behavior

e-Consumer behavior models prior attitudes to predict e-loyalty in front values or another internal factors of customers. Scientific literature relegates to a second term the importance of values in purchase online like a predictive factor of e-loyalty. The following chapter explains why values will be determinant in consumer

**Keywords:** consumer behavior, shopping online, utilitarian and hedonic values,

Values are concepts or beliefs about a final desirable state. Values cross-specific situations guiding the selection and evaluation of events and behaviors ordering them through a hierarchical structure [1]. In the operational definition of "values"

• An ethical dimension strategic or of preferential election: in this case the value is like a conviction or a stable belief in the time that a determinate way of behavior, or an existential purpose is personal or socially preferable to his opposite way of behavior or to his contrary existential purpose. The values can be understood like strategic learnings and relatively stable in the time that

• An economic dimension or cost: this dimension does reference near at hand of the significance or to the importance of a thing. When we are making decisions, values are reference guides that allow us regarding people, objects or ideas. In that sense they can be considered as internal decision criteria.

• A psychological dimension: understood as in which it defines it as: "a moral quality that moves to tackle big companies and to face without big fear

Beside these dimensions of this definition [2], it is possible to explain the fragmentation and subjectivity of a concept and sense and different uses across situations [3–5]. Regarding cultural meanings, ethical, human, and morals, values are considered like general and categorical concepts that influence in individual behavior with regard to what results are desirable and not desirable in relation to surroundings and determinate people to consider besides beliefs prescribed on what

*Joan Morales Alcúdia and Marina Romeo Delgado*
