An Investigation into the Determinants of Repurchase Loyalty in the E-Marketplace

The purpose of this study was to investigate the influence processes that shape buyers´ repurchase loyalty in the e-marketplace. Based on a review of the literature addressing sales behavior, trust, satisfaction, and price fairness, and the elaboration likelihood model (ELM), seven hypotheses were developed and then tested by means of a field survey among buyers who had completed transactions at the largest and most famous e-marketplace in Taiwan. Findings indicated that trust and satisfaction were the main factors influencing consumers´ repurchasing loyalty in the marketplace. Practically, this research can help sellers identify and benchmark influence strategies to motivate buyers´ repurchase intention and customize such strategies to best fit different situations.