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Consumer Satisfaction, Trust and Loyalty in C2C Electronic Commerce

In: 2012 International Conference on Information Technology and Management Science(ICITMS 2012) Proceedings

Author

Listed:
  • Liefa Liao

    (JiangXi University of Science and Technology)

  • Jianjin Zhong

    (JiangXi University of Science and Technology)

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.

Suggested Citation

  • Liefa Liao & Jianjin Zhong, 2013. "Consumer Satisfaction, Trust and Loyalty in C2C Electronic Commerce," Springer Books, in: Bing Xu (ed.), 2012 International Conference on Information Technology and Management Science(ICITMS 2012) Proceedings, edition 127, pages 31-40, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-34910-2_4
    DOI: 10.1007/978-3-642-34910-2_4
    as

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