Consumer Satisfaction, Trust and Loyalty in C2C Electronic Commerce

Liefa Liao () and Jianjin Zhong ()
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Liefa Liao: JiangXi University of Science and Technology
Jianjin Zhong: JiangXi University of Science and Technology

A chapter in 2012 International Conference on Information Technology and Management Science(ICITMS 2012) Proceedings, 2013, pp 31-40 from Springer

Abstract: Abstract This paper focuses on loyalty, trust, satisfaction and the way in which they interact in marketplace and electronic seller in consumer to consumer electronic commerce. It was found that buyers increase loyalty to electronic marketplace (EM) when they perceived satisfaction to EM and increase loyalty to seller when they perceived trust in seller, marketplace’s satisfaction is influenced by trust in marketplace and trust in seller is influenced by satisfaction to seller, while trust in marketplace do not significantly positive influence buyer’s loyalty to marketplace directly, satisfaction to seller do not significantly positive influence loyalty to seller directly. We also find that buyer’s trust in marketplace also builds buyer’s trust in sellers in marketplace. In addition, buyer’s trust in sellers increases buyer’s satisfaction to marketplace, buyer’s loyalty to seller increases buyer’s loyalty to marketplace. Seven of the nine hypotheses are supported in the research.

Keywords: Electronic marketplace; Trust; Satisfaction; Loyalty (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-34910-2_4

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DOI: 10.1007/978-3-642-34910-2_4

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