Consumer Satisfaction, Trust and Loyalty in C2C Electronic Commerce

摘要

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, 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.