Consumer Satisfaction, Trust and Loyalty in C2C Electronic Commerce
This paper focuses on loyalty, trust, satisfaction and the way in which they interact in marketplace and electronic seDer 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, marketplaces 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 buyers loyalty to marketplace directly, satisfaction to seller do not significantly positive influence loyalty to seller directly. We also find that buyers trust in marketplace also builds buyers trust in sellers in marketplace. In addition, buyers trust in sellers increases buyers satisfaction to marketplace, buyers loyalty to seller increases buyers loyalty to marketplace. Seven of the nine hypotheses are supported in the research.
electronic marketplace trust satisfaction loyalty
Liefa Liao Jianjin Zhong
Department of computer science JiangXi University of Science and Technology GanZhou, China School of Economics and Management JiangXi University of Science and Technology GanZhou, China
国际会议
重庆
英文
320-324
2011-08-20（万方平台首次上网日期，不代表论文的发表时间）