Effects of E-Customer Satisfaction and E-Trust on E-Loyalty: Mongolian Online Shopping Behavior

摘要

E-commerce is an emerging industry in Mongolia. Its development has a high urban-rural gap. The study summarized experiences and observations from countries with advanced e-commerce and proposed a conceptual model. Applying expectancy confirmation theory (ECT) and the concept of e-SERVQUAL (NetQual), the study surveyed 305 effective samples and verified the relationships among expectation, service quality, disconfirmation, e-customer satisfaction, e-trust, and e-loyalty. These conclusions can be applied to developing and facilitating e-commerce in Mongolia.