Exploring Loyalty Intention in the Electronic Marketplace

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