Exploring Loyalty Intention in the Electronic  Marketplace

Abstract

The objective of this paper is to reveal the factors that determine customers' loyalty intention in the electronic marketplace. Seven hypotheses were postulated based on an extensive literature review in terms of sales behaviour, trust, satisfaction and price fairness. An empirical survey was then designed and conducted. The sample comprised customers who had made purchases from the best‐known electronic marketplace in Taiwan. Results indicated that the major determinants of customers' loyalty intention in the electronic marketplace were trust and satisfaction. Practical implications of how to enhance customers' loyalty intention are proposed.

Keywords:

• satisfaction
• trust
• price fairness

ACKNOWLEDGEMENTS

This work was supported in part by the National Science Council of Taiwan under Grant 93‐2416‐H‐415‐007. The authors sincerely thank two anonymous reviewers for providing insightful and constructive comments on an early version of this paper.