Consumer Satisfaction, Trust and Seller Loyalty in C2C Marketplace: The Moderator of Involvement

Author

Liao, Liefa ; Zhang Weinan

Author_Institution

Dept. of Inf. & Eng., JiangXi Univ. of Sci. & Technol., Ganzhou, China

fYear

2011

fDate

12-14 Aug. 2011

Firstpage

1

Lastpage

4

Abstract

Customer satisfaction, trust, loyalty and their relationship have been considered extensively. However, Consumers´ loyalty to market seller has not well understood in consumer to consumer electronic marketplace. This paper focuses on purchase involvement, consumers´ transaction satisfaction, trust and loyalty to seller in marketplace. It was found that customers transaction satisfaction influence trust, trust influence loyalty, Trust is the mediate of satisfaction and loyalty, while purchase involvement moderate the relationship of transaction satisfaction and seller´s trust.

Keywords

consumer behaviour; customer satisfaction; electronic commerce; security of data; C2C marketplace; consumer electronic marketplace; consumers loyalty; consumers transaction satisfaction; customers transaction satisfaction; electronic commerce; purchase involvement; seller loyalty; trust; Analytical models; Business; Equations; Internet; Mathematical model; Regression analysis; Uncertainty;

fLanguage

English

Publisher

ieee

Conference_Titel

Management and Service Science (MASS), 2011 International Conference on

Conference_Location

Wuhan

Print_ISBN

978-1-4244-6579-8

Type

conf

DOI

10.1109/ICMSS.2011.5999068

Filename

5999068