Studying Customer E-loyalty to Online Intermediary: Case of Group Buying Site

The online intermediary connects merchants whose products and services it offers, end-customers who do shopping through the intermediary, but consume traditionally. Customer satisfaction is a prerequisite to e-loyalty, in these models, depends on both parties, merchant. Consequently, important for intermediaries know if e-loyalty can be threatened by poor service delivered merchants. Our goal identify examine factors that determine towards group-buying site as an intermediary. We developed integrative theoretical model based expectation confirmation positing with intermediary’s e-service merchants’ have significant positive impact use structural equation modeling evaluating intentions loyalty employing collected survey data of 2.691 responses Grouper customers. measure quality using IS scale we add ‘customer support’ factor e-loyalty. findings suggested from had effect customers’ e‐loyalty This study provides insights identifying drivers, understanding needs, improving performance maintain satisfied customers will continue their services.